서강대학교

목차

1. Introduction 1
1.1. Background of the Study 1
1.2. Study Objective 6
1.3. Study Method 9
1.4. Organization of the Study 11
2. Literature Review 13
2.1. Horizontal vs. Vertical Orientation 13
2.2. Perceptual Span and Visual Information Processing 21
2.3. Context-Dependent vs. Context-Independent Processing 25
2.4. Background Image as a Cue for Attribute Inference 29
2.5. Congruence Effects in Product Evaluation 32
3. Hypothesis Development 35
3.1. The Influence of Image Orientation on Context-(In)Dependent Processing 35
3.2. Product Attribute Inference from the Background Image 39
3.3. The Influence of Verbal Information 43
3.4. The Moderating Role of Incongruence 45
4. Empirical Studies 47
4.1a. Study 1a: Wild Animals Recognition Test 47
4.1a.1. Method 48
4.1a.2. Result 51
4.1a.3. Discussion 55
4.1b. Study 1b: Ride-on Toys Recognition Test with Controlled Background
Image 57
4.1b.1. Method 58
4.1b.2. Results 61
4.1b.3. Discussion 63
4.2. Study 2: Influence of Image Orientation on Product Evaluation 65
4.2.1. Method 65
4.2.2. Results 70
4.2.3. Discussion 74
4.3. Study 3: The Role of Verbal Attribute Information 75
4.3.1. Method 76
4.3.2. Results 79
4.3.3. Discussion 83
4.4. Study 4: The Moderating Role of Incongruence Between Product Attribute
and Background Image. 85
4.4.1. Method 86
4.4.2. Results 88
4.4.3. Discussion 91
5. General Discussion 92
5.1. Theoretical Contributions 94
5.2. Managerial Implications 97
5.3. Limitations and Directions for Future Research 99
Reference 102
Appendix 114