The Influence of Product Context Complexity on Processing Fluency and Product Evaluation Across Shop Environments

Manuela Valta () and Donata Vianelli ()
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Manuela Valta: University of Trieste
Donata Vianelli: University of Trieste

A chapter in Advances in National Brand and Private Label Marketing, 2017, pp 29-32 from Springer

Abstract: Abstract Visual appeal is a pivotal feature in retail strategy. Consumers process the visual presentation of products based upon their ease of processing visual information. Similarly, consumers evaluate products depending on how they interpret the overlap between a target object and its context. Across two studies we demonstrate that product context complexity influences processing fluency and product evaluation. Further, we find that consumers process products high in context complexity less fluent in low congruent shop environments compared to high congruent shop environments. Relevant academic and managerial findings are discussed.

Keywords: Context complexity; Processing fluency; Product evaluation; Shop environment; Congruity (search for similar items in EconPapers)
Date: 2017
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Persistent link: https://EconPapers.repec.org/RePEc:spr:prbchp:978-3-319-59701-0_4

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DOI: 10.1007/978-3-319-59701-0_4

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