Lee, Michelle P.; Suk, Kwanho - In: Journal of Consumer Research 36 (2010) 5, pp. 890-897
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 moderator. When the target is a novel one, perceptions assimilate to the context, whereas when it is highly familiar, perceptions are immune to the...