(The Lack Of) Processing Fluency and Attitude Enhancement

Gaurav Jain; Dhananjay Nayakankuppam; Gary Gaeth

Back

(The Lack Of) Processing Fluency and Attitude Enhancement

Conference proceeding

Peer reviewed

(The Lack Of) Processing Fluency and Attitude Enhancement

Gaurav Jain, Dhananjay Nayakankuppam and Gary Gaeth

Advances in Consumer Research, Vol.42, p.521

01/01/2014

View Online

Abstract

This paper reports three studies demonstrating a reversal of the usual traditional fluency effects as the attitude towards the less fluent stimulus increases significantly more than that towards the more fluent stimulus. We show that the phenomenon is based on the misattribution of the fluency experience to the decision making process.

Consumer attitudes

Decision making

Studies

Details

Title: Subtitle: (The Lack Of) Processing Fluency and Attitude Enhancement
Creators: Gaurav Jain
Dhananjay Nayakankuppam
Gary Gaeth
Resource Type: Conference proceeding
Publication Details: Advances in Consumer Research, Vol.42, p.521
Publisher: Association for Consumer Research
ISSN: 0098-9258
Language: English
Date published: 01/01/2014
Academic Unit: Marketing
Record Identifier: 9984380584002771

Metrics

1 Record Views