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Keywords: Eclipse effect
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Journal Articles
Journal of Research in Interactive Marketing (2026) 20 (6): 830–846.
Published: 24 September 2025
..., low form realism shifted attention from anchors to products. Additionally, low form realism triggered stronger negative machine heuristics, while high form realism mitigated these biases. Originality/value This study discovers the eclipse effect of form realism in live-streaming commerce...
