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Contextual Influences on the Meanings Ascribed to Ordinary Consumption Objects

Robert E. Kleine; Jerome B. Kernan

Although the perception of contextualized objects pervades our everyday experiences, the literature provides little insight into how consumers ascribe meaning to contextualized products, or indeed into what meaning is. We address this gap in the literature by providing a conceptualization of consumption-object meaning and an a priori model for measuring it. An experiment tested several hypotheses concerning how the kind and amount of context affects the meanings people ascribe to ordinary consumption objects (and the labels that they use to identify those meanings). Overall, the findings support the proposed conceptualization.

DOI

10.1086/209262

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