A 2-FACTOR EXPLANATION OF ASSIMILATION AND CONTRAST EFFECTS

Authors
MEYERSLEVY J STERNTHAL B
Citation
J. Meyerslevy et B. Sternthal, A 2-FACTOR EXPLANATION OF ASSIMILATION AND CONTRAST EFFECTS, Journal of marketing research, 30(3), 1993, pp. 359-368
Citations number
15
Categorie Soggetti
Business
Journal title
Journal of marketing research → ACNP
ISSN journal
00222437
Volume
30
Issue
3
Year of publication
1993
Pages
359 - 368
Database
ISI
SICI code
0022-2437(1993)30:3<359:A2EOAA>2.0.ZU;2-Q
Abstract
Associations to a contextual cue were contrasted with those of an adve rtised object when the cognitive resources devoted to message processi ng were substantial and when the categories to which the contextual cu e and the advertised object belonged displayed low overlap. The absenc e of either of these factors prompted assimilation. A two-factor theor y is offered to explain these outcomes.