Conference proceeding
Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice
Advances in Consumer Research, Vol.43, p799
01 Jan 2015
Abstract
Literature suggests that fluent information is preferred by consumers, and guides purchases. However processing disfluency literature suggests that increased effort required for disfluent promotions will lead to deeper processing and choice. Six studies (lab and field) demonstrate support for these predictions with disfluency effects enhanced for those with high NFC.
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Details
- Title
- Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice
- Creators
- Scott MotykaRajneesh SuriDhruv GrewalChiranjeev Kohli
- Publication Details
- Advances in Consumer Research, Vol.43, p799
- Publisher
- Association for Consumer Research
- Resource Type
- Conference proceeding
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Identifiers
- 991021848513804721