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Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects

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  • Michelle P. Lee
  • Kwanho Suk

Abstract

We examine how perceptions of a product are affected by the presence of extreme exemplars and find that ambiguity of the product is an important moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the influence of context. This is as predicted by the interpretation-comparison model. Contrary to this model, however, we find that effects on perceptions are not always assimilative in nature. When product ambiguity falls between the extremes of novel and highly familiar, a contrast effect in perception can occur. This is consistent with the selective accessibility model, which says that a perceptual contrast effect occurs when conditions orient respondents to dissimilarities rather than to similarities among context and target items. In the experiments conducted, context-induced response language effects were circumvented by employing forced-anchor scales. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

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  • Michelle P. Lee & Kwanho Suk, 2010. "Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 890-897, February.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:5:p:890-897
    DOI: 10.1086/605299
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    Cited by:

    1. Hsiang-Ming Lee & Tsai Chen & Ya-Hui Hsu & Yu-Chi Wu, 2018. "Effect Of Complementary Product Fit And Brand Awareness On Brand Attitude After M&As: Word Of Mouth As A Moderator," Global Journal of Business Research, The Institute for Business and Finance Research, vol. 12(1), pages 51-67.
    2. Benedikt Schnurr & Alexandra Brunner-Sperdin & Nicola E. Stokburger-Sauer, 2017. "The effect of context attractiveness on product attractiveness and product quality: the moderating role of product familiarity," Marketing Letters, Springer, vol. 28(2), pages 241-253, June.
    3. Zhi Huang & Marvin Washington, 2015. "Assimilation or Contrast? Status Inequality, Judgment of Product Quality, and Product Choices in Markets," Organization Science, INFORMS, vol. 26(6), pages 1752-1768, December.

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