Journal article
Disfluent vs. fluent price offers: paradoxical role of processing disfluency
Journal of the Academy of Marketing Science, v 44(5), pp 627-638
Sep 2016
Featured in Collection : UN Sustainable Development Goals @ Drexel
Abstract
Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their purchase decisions. Challenging this conventional wisdom, and on the basis of recent research on processing disfluency, this study proposes that the increased effort required to process disfluent price information can lead to deeper information processing. If the advertised price offer represents a good value, it can enhance purchase decisions, even if customers prefer the disfluent display less. A series of studies in the field and lab demonstrate support for this positive impact of disfluent price information on purchase decisions.
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Details
- Title
- Disfluent vs. fluent price offers: paradoxical role of processing disfluency
- Creators
- Scott Motyka - Keck Graduate Institute Claremont Colleges 535 Watson Drive Claremont CA 91711 USARajneesh Suri - Department of Marketing, LeBow College of Business Drexel University 818 G. Hall, 3141 Chestnut St Philadelphia PA 19104 USADhruv Grewal - Department of Marketing Babson College 213 Malloy Hall Babson Park MA 02457 USAChiranjeev Kohli - Mihaylo College of Business and Economics California State University SGMH 5270 Fullerton CA 92834-6848 USA
- Publication Details
- Journal of the Academy of Marketing Science, v 44(5), pp 627-638
- Publisher
- Springer US; New York
- Resource Type
- Journal article
- Language
- English
- Academic Unit
- Bennett S. LeBow College of Business
- Web of Science ID
- WOS:000381081700007
- Scopus ID
- 2-s2.0-84939144064
- Other Identifier
- 991014877784304721
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- Collaboration types
- Domestic collaboration
- Web of Science research areas
- Business