The influence of self-view on context effects: How display fixtures can affect product evaluations

R. U.I. Zhu, Joan Meyers-Levy

Research output: Contribution to journalArticlepeer-review

65 Scopus citations

Abstract

Can the surface material of a display table prompt context effects on shoppers' product evaluations? If so, how might the direction of such effects be influenced by people's use of different modes of cognition -namely, holistic versus analytic cognition? The authors theorize and find that people's use of holistic cognition, as prompted by an interdependent self-view, produces an assimilation effect. Product evaluations are assimilated with associations with the table surface. However, people who rely on analytic processing, as prompted by an independent self-view, elicit a contrast effect in which evaluations are negatively related to such associations.

Original languageEnglish (US)
Pages (from-to)37-45
Number of pages9
JournalJournal of Marketing Research
Volume46
Issue number1
DOIs
StatePublished - Feb 2009

Keywords

  • Context effects
  • Display fixture
  • Self-view

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