More than what meets the eye: Understanding the effects of poly-contextual cues in online fashion retailing

Eunsoo Baek, Zhihong Huang and Hwan (Mark) Lee, Seung

Journal of Retailing and Consumer Services, 2021, vol. 60, issue C

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.

Keywords: Contextual cue; Product display; Consumption vision; Online retailing; Processing styles; Comsumption context (search for similar items in EconPapers)
Date: 2021
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Citations: View citations in EconPapers (4)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:60:y:2021:i:c:s0969698921000709

DOI: 10.1016/j.jretconser.2021.102504

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