Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects

• 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
• Institution: Singapore Management University

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...