diff --git a/plugins/content_types/entity_context/entity_field_extra.inc b/plugins/content_types/entity_context/entity_field_extra.inc
index 807969c..af42338 100644
--- a/plugins/content_types/entity_context/entity_field_extra.inc
+++ b/plugins/content_types/entity_context/entity_field_extra.inc
@@ -98,12 +98,19 @@ function ctools_entity_field_extra_content_type_render($subtype, $conf, $panel_a
   list($entity_type, $field_name) = explode(':', $subtype, 2);
   list($id, $vid, $bundle) = entity_extract_ids($entity_type, $entity);
 
-  // Invoke the view-hook to get the extra field.
-  $entity->content = array();
-  $langcode = $GLOBALS['language_content']->language;
+  $function = $entity_type . '_view';
+  if (in_array($entity_type, array('node', 'taxonomy_term', 'user')) && function_exists($function)) {
+    // Call known ENTITY_view() to get the extra field.
+    $entity->content = $function($entity, $conf['view_mode'], $langcode);
+  }
+  else {
+    // Invoke the view-hook to get the extra field.
+    $entity->content = array();
+    $langcode = $GLOBALS['language_content']->language;
 
-  module_invoke_all($entity_type . '_view', $entity, $conf['view_mode'], $langcode);
-  module_invoke_all('entity_view', $entity, $entity_type, $conf['view_mode'], $langcode);
+    module_invoke_all($entity_type . '_view', $entity, $conf['view_mode'], $langcode);
+    module_invoke_all('entity_view', $entity, $entity_type, $conf['view_mode'], $langcode);
+  }
 
   if (isset($entity->content[$field_name])) {
     // Build the content type block.