Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects

Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influen...

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Bibliographic Details
Main Authors: LEE, Michelle P., SUK, Kwanho
Format: text
Language:English
Published: Institutional Knowledge at Singapore Management University 2010
Subjects:
Assimilation/Contrast
Categorization
Experimental Design and Analysis (ANOVA)
Situation/Context Issues
Marketing
Sales and Merchandising
Online Access:https://ink.library.smu.edu.sg/lkcsb_research/1289
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2288/viewcontent/LeeMP2010Disamb.pdf
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Institution: Singapore Management University
Language: English

Internet

https://ink.library.smu.edu.sg/lkcsb_research/1289
https://ink.library.smu.edu.sg/context/lkcsb_research/article/2288/viewcontent/LeeMP2010Disamb.pdf

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