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 |
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Article number | 102504 |
Journal | Journal of Retailing and Consumer Services |
Volume | 60 |
Issue number | 102504 |
DOIs | |
Publication status | Published - May 2021 |
Keywords
- Comsumption context
- Consumption vision
- Contextual cue
- Online retailing
- Processing styles
- Product display
ASJC Scopus subject areas
- Marketing