More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing

Eunsoo Baek, Zhihong Huang, Seung Hwan (Mark) Lee

Research output: Journal article publicationJournal articleAcademic researchpeer-review


While previous studies have examined the presence (vs. absence) of contextual cues or the product-context fit, the effect of multiple cues (poly-cue) remained underexplored. In response, this study investigated the effects of poly- (vs. mono-) cues on the valuation of a product and the underlying mechanism behind these effects. Findings suggest that a poly-cue increases the product valuation via increased consumption vision (Study 1–3), which was pronounced for global processors (Study 2) and attenuated for a product with low contextual versatility (Study 3). This study provides actionable insights for online retailers as well as enrich the relevant literature.
Original languageEnglish
Article number102504
JournalJournal of Retailing and Consumer Services
Issue number102504
Publication statusPublished - May 2021


  • Comsumption context
  • Consumption vision
  • Contextual cue
  • Online retailing
  • Processing styles
  • Product display

ASJC Scopus subject areas

  • Marketing

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