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| The Influence of Bi-Directional Context Effects on Consumer Choice |
| SUN Hongjie，LUO Yong，ZHANG Quancheng |
| 1. Chongqing Technology and Business University, Chongqing, China; 2. Southwest University of Political Science & Law， Chongqing， China；3. Sichuan Normal University, Chengdu, China |
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Abstract Feature convergence effect and perceptual focus effect are two new forms of context effects, which are opposite and driven by a same kind of choice set structure. This study applies scenario simulation experimental method and the way of design among groups, and chooses perceived risk and information processing model as independent variables, then investigates the influence of the two independent variables for consumers’ choices in the same kind of choice set structure. Results of this research are listed as below. When consumers are at high risk perception and choose analytical mode of information processing, feature convergence effect is significant. When consumers are at low risk perception and choose intuitive mode of information processing, consumers are more likely to choose feature divergence products, so perceptual focus effect is significant. However, when consumers are at low risk perception and choose analytical mode of information processing, both feature convergence effect and perceptual focus effect are not significant. This research reveals the differences of internal driving factors between feature convergence effect and perceptual focus effect.
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Received: 01 February 2016
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2017, Vol. 14 
