A 2-FACTOR EXPLANATION OF ASSIMILATION AND CONTRAST EFFECTS

被引：146

作者：

MEYERSLEVY, J ^{[1
]}

STERNTHAL, B ^{[1
]}

机构：

[1] NORTHWESTERN UNIV,J L KELLOGG GRAD SCH,CHICAGO,IL 60611

来源：

JOURNAL OF MARKETING RESEARCH | 1993年 / 30卷 / 03期

关键词：

D O I：

10.2307/3172887

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

Associations to a contextual cue were contrasted with those of an advertised object when the cognitive resources devoted to message processing were substantial and when the categories to which the contextual cue and the advertised object belonged displayed low overlap. The absence of either of these factors prompted assimilation. A two-factor theory is offered to explain these outcomes.

引用

页码：359 / 368

页数：10

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