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A two-factor explanation of assimilation and contrast effects, Journal of Marketing Research

Abstract

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.

Type

Article

Author(s)

Joan Meyers-Levy, Brian Sternthal

Date Published

1993

Citations

Meyers-Levy, Joan, and Brian Sternthal. 1993. A two-factor explanation of assimilation and contrast effects. Journal of Marketing Research. 30(3): 359-368.

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