Disambiguating the Role of Ambiguity in Perceptual Assimilation and Contrast Effects
Authors:
- Michelle P. LeeMLMichelle P. Lee
- Kwanho SukKSKwanho Suk
- 1 February 2010
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 36 (5) , 890-897
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 modeKeywords
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