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

Eunsoo Baek; Zhihong Huang

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

Eunsoo Baek
, Zhihong Huang

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

Abstract

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 language	English
Title of host publication	Advances in Consumer Research
Publisher	Association for Consumer Research
Pages	1196-1196
Volume	48
Publication status	Published - Oct 2020

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title = "Better With Diverse Contexts? the Effects of Contextual Diversity of Background on Consumption Imagery",

abstract = "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.",

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Better With Diverse Contexts? the Effects of Contextual Diversity of Background on Consumption Imagery. / Baek, Eunsoo; Huang, Zhihong.
Advances in Consumer Research. Vol. 48 Association for Consumer Research, 2020. p. 1196-1196.

Research output: Chapter in book / Conference proceeding › Conference article published in proceeding or book › Academic research › peer-review

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AB - 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.

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EP - 1196

BT - Advances in Consumer Research

PB - Association for Consumer Research

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

Abstract

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