TY  - JOUR
U1  - Wissenschaftlicher Artikel
A1  - Maier, Erik
A1  - Dost, Florian
T1  - The positive effect of contextual image backgrounds on fluency and liking
JF  - Journal of Retailing and Consumer Services
N2  - In e-commerce websites, products may be presented either deprived of context, in a product image on white background, or with context, in an image with a contextually fitting background. Extant fluency research would suggest preferring context-less to contextual images, because detailed image contexts increase the complexity of the image, possibly decreasing viewers’ fluency perceptions and, in turn, liking. The current research, however, establishes that despite their higher complexity, contextual images can also be perceived more fluently and liked more, because they facilitate the recognition of the product. Three experimental studies show this positive effect of contextual backgrounds in an e-commerce setting (e.g., actual product images from e-commerce). Furthermore, the present iestigation shows that the positive effect of contextual backgrounds is amplified for ambiguous products, as they profit more from a facilitation of recognition. Online retailers can thus profit from presenting products in contextual images, particularly if the products are ambiguous or difficult to recognize. Keywords: Product images, contextual background, fluency, ambiguity
Y1  - 2018
SN  - 0969-6989
SS  - 0969-6989
U6  - https://doi.org/10.1016/j.jretconser.2017.09.003
DO  - https://doi.org/10.1016/j.jretconser.2017.09.003
VL  - 40
SP  - 109
EP  - 116
ER  -