More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing
- Authors
- Baek, Eunsoo; Huang, Zhihong; Lee, Seung Hwan (Mark)
- Issue Date
- May-2021
- Publisher
- ELSEVIER SCI LTD
- Keywords
- Contextual cue; Product display; Consumption vision; Online retailing; Processing styles; Consumption context
- Citation
- JOURNAL OF RETAILING AND CONSUMER SERVICES, v.60
- Indexed
- SSCI
SCOPUS
- Journal Title
- JOURNAL OF RETAILING AND CONSUMER SERVICES
- Volume
- 60
- URI
- https://scholarworks.bwise.kr/hanyang/handle/2021.sw.hanyang/189195
- DOI
- 10.1016/j.jretconser.2021.102504
- ISSN
- 09696989
- Abstract
- While previous studies have examined the presence (vs. absence) of contextual cues or the product-context fit, the effect of multiple cues (poly-cue) remained underexplored. In response, this study investigated the effects of poly-(vs. mono-) cues on the valuation of a product and the underlying mechanism behind these effects. Findings suggest that a poly-cue increases the product valuation via increased consumption vision (Study 1?3), which was pronounced for global processors (Study 2) and attenuated for a product with low contextual versatility (Study 3). This study provides actionable insights for online retailers as well as enrich the relevant literature.
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