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A Two-Factor Explanation of Assimilation and Contrast Effects

Joan Meyers-Levy and Brian Sternthal
Journal of Marketing Research
Vol. 30, No. 3 (Aug., 1993), pp. 359-368
DOI: 10.2307/3172887
Stable URL: http://www.jstor.org/stable/3172887
Page Count: 10
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A Two-Factor Explanation of Assimilation and Contrast Effects
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Abstract

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.

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