TY - JOUR
T1 - More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing
AU - Baek, Eunsoo
AU - Huang, Zhihong
AU - Lee, Seung Hwan (Mark)
PY - 2021/5
Y1 - 2021/5
N2 - 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.
AB - 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.
U2 - https://doi.org/10.1016/j.jretconser.2021.102504
DO - https://doi.org/10.1016/j.jretconser.2021.102504
M3 - Journal article
VL - 60
JO - Journal of Retailing and Consumer Services
JF - Journal of Retailing and Consumer Services
SN - 0969-6989
IS - 102504
ER -