Abstract:
In this research, the authors propose that the use of blurry backgrounds on web pages could increase consumers’ risk taking, independent of their perceived visual attractiveness. Drawing on several research streams, the authors suggest that a blurry background may work as a greater spatial distance cue than a sharp background. Since construal level broadens with spatial distance, the authors hypothesize and show that exposure to blurry backgrounds, as opposed to sharp backgrounds, induces a higher-level construal. As a result, exposure to blurry backgrounds increase consumers’ risk-taking, since a high-level construal promotes risk propensity by increasing sensitivity to payoff. Across a series of studies, the authors provide empirical evidence for their theorizing and the impact of blurriness on consequential judgments and actual behavior. By being the first to show that background blurriness can elevate levels of construal and, thereby, facilitate consumers’ risk-taking behavior, the present research makes theoretical contributions to construal level theory, depth perception, risk-taking, and aesthetics literatures. It also provides practical guidelines for online marketers, and food for thought for regulators. |
