A Two-Factor Explanation of Assimilation and Contrast Effects
研究发现，当认知资源充足且情境线索与广告对象类别重叠低时，两者关联产生对比效应；否则产生同化效应，并提出了双因素理论解释。
Associations to a contextual cue were contrasted with those of an advertised object when the cognitive resources devoted to message processing were substantial and when the categories to which the contextual cue and the advertised object belonged displayed low overlap. The absence of either of these factors prompted assimilation. A two-factor theory is offered to explain these outcomes.