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