307 © Academy of Marketing Science 2019 P. Rossi, N. Krey (eds.), Finding New Ways to Engage and Satisfy Global Customers, Developments in Marketing Science: Proceedings of the Academy of Marketing Science, https://doi.org/10.1007/978-3-030-02568-7_79 Don’t Confuse Me! The Effect of Self- Construal on the Relationship between Context Visual Complexity and Enjoyment Nesenur Altinigne and Elif Karaosmanoglu Abstract This study focuses on the complexity of atmospheric cues in online retailing. It tries to answer how context visual complexity of an online retailing Web site affects enjoyment of consumers. Furthermore, it asks whether other intervening variables (i.e., processing fuency and perceived control, self-construal) affect the relationship between visual complexity and enjoyment. The results indicate that an e-retailer Web site is evaluated as more enjoyable when presented in low visual complexity than high visual complexity. Also, mediating roles of processing fuency and perceived control are assured. Furthermore, the fndings suggest that in low context visual complexity condition, the respondents with interdependent self- construal experience more perceived control compared to the ones with independent self-construal; in high context visual complexity condition, the respondents primed with independent self-construal experience more perceived control compared to the interdependent ones. Keywords E-retailing · Visual complexity · Processing fuency · Self-control · Perceived control Introduction The past decade has seen increasing interest in the application of innovative tech- nologies in retail domains to improve sales. Leading retailers are adopting these technologies to improve shopping experience and customer relationship to drive sales (Bodhani 2013). Different forms of technologies (e.g., Internet, augmented reality, and smartphone applications) and cross-channel marketing strategies seem N. Altinigne (*) Istanbul Bilgi University, Istanbul, Turkey e-mail: nesenur.altinigne@bilgi.edu.tr E. Karaosmanoglu Istanbul Technical University, Istanbul, Turkey e-mail: karaosman5@itu.edu.tr