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The Influence of self-view on context effects: how display fixtures can affect product evaluations
Can the surface material of a display table prompt context effects on shoppers' product evaluations? If so, how might the direction of such effects be influenced by people's use of different modes of cognition - namely, holistic versus analytic cognition? The authors theorize and find that people's use of holistic cognition, as prompted by an interdependent self-view, produces an assimilation effect. Product evaluations are assimilated with associations with the table surface. However, people who rely on analytic processing, as prompted by an independent selfview, elicit a contrast effect in which evaluations are negatively related to such associations..Printed journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior studies Cognition & reasoning |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |