We experimentally tested the effect of presenting a garment on a contextualized versus decontextualized setting on an online clothing store. A contextualized setting improves perceived plausibility and processing fluency. It increases the perceived similarity with the actual clothing and enhances perception that it should fit well on one’s body.

• Alice Audrezet(ISG Business School)
• Gwarlann Caffier de Kerviler(IESEG Business School)