A context effect is an aspect of cognitive psychology that describes the influence of environmental factors on one's perception of a stimulus. The impact of context effects is considered to be part of top-down design. The concept is supported by the theoretical approach to perception known as constructive perception. Context effects can impact our daily lives in many ways such as word recognition, learning abilities, memory, and object recognition. It can have an extensive effect on marketing and consumer decisions. For example, research has shown that the comfort level of the floor that shoppers are standing on while reviewing products can affect their assessments of product's quality, leading to higher assessments if the floor is comfortable and lower ratings if it is uncomfortable. Because of effects such as this, context effects are currently studied predominantly in marketing.
... the greatest amount of research concerning context effects comes from marketing research ... Context effects can influence consumers' choice behavior ... There are three main context effects that are researched in marketing ...
... The DFT is capable of explaining context effects that many decision making theories are unable to explain ... by consumer researchers studying humam choice behavior have found systematic context effects that systematically violate both of these principles ... The first context effect is the similarity effect ...
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