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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
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3172887
Page Count: 10
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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.
Journal of Marketing Research © 1993 American Marketing Association