TY - JOUR
T1 - Easier is not always better
T2 - The moderating role of processing type on preference fluency
AU - Nielsen, Jesper H.
AU - Escalas, Jennifer Edson
PY - 2010/7
Y1 - 2010/7
N2 - Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.
AB - Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.
UR - http://www.scopus.com/inward/record.url?scp=77955841688&partnerID=8YFLogxK
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U2 - 10.1016/j.jcps.2010.06.016
DO - 10.1016/j.jcps.2010.06.016
M3 - Article
AN - SCOPUS:77955841688
SN - 1057-7408
VL - 20
SP - 295
EP - 305
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 3
ER -