Better With Diverse Contexts? the Effects of Contextual Diversity of Background on Consumption Imagery

The study explored the effect of contextual diversity of background images on consumption imagery with a moderating effect of processing style. Results showed that a multiple (v.s. a single and none) contextual background generated consumption imagery of a product for holistic (v.s. analytic) processors, leading to positive product evaluation.



Citation:

Eunsoo Baek and Zhihong Huang (2020) ,"Better With Diverse Contexts? the Effects of Contextual Diversity of Background on Consumption Imagery", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1196-1196.

Authors

Eunsoo Baek, Hong Kong Polytechic University
Zhihong Huang, Hong Kong Polytechic University



Volume

NA - Advances in Consumer Research Volume 48 | 2020



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