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

Eunsoo Baek, Zhihong Huang

Research output: Chapter in book / Conference proceedingConference article published in proceeding or bookAcademic researchpeer-review


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.
Original languageEnglish
Title of host publicationAdvances in Consumer Research
PublisherAssociation for Consumer Research
Publication statusPublished - Oct 2020

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