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

doi:https://doi.org/10.1016/j.jretconser.2021.102504

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

Institute of Textiles and Clothing

Research output: Journal article publication › Journal article › Academic research › peer-review

Abstract

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 language	English
Article number	102504
Journal	Journal of Retailing and Consumer Services
Volume	60
Issue number	102504
DOIs	https://doi.org/10.1016/j.jretconser.2021.102504
Publication status	Published - May 2021

Keywords

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

ASJC Scopus subject areas

Marketing

More information

https://doi.org/10.1016/j.jretconser.2021.102504

Cite this

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

abstract = "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.",

keywords = "Comsumption context, Consumption vision, Contextual cue, Online retailing, Processing styles, Product display",

author = "Eunsoo Baek and Zhihong Huang and Lee, {Seung Hwan (Mark)}",

note = "Funding Information: The authors would like to acknowledge the grants provided by The Hong Kong SAR Polytechnic University (Project Code: 1-BE1G). Publisher Copyright: {\textcopyright} 2021 Elsevier Ltd",

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

Abstract

Keywords

ASJC Scopus subject areas

More information

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