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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| Main Authors: | , |
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| Format: | text |
| Language: | English |
| Published: |
Institutional Knowledge at Singapore Management University
2010
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| Subjects: | |
| 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 |