The Road to Fantasized Consumption Is Paved With Visual Roadblocks

Heather Barry Kappes , New York University, USA
Adam Alter, New York University, USA
In lab and field experiments we found that visual disfluency, the subjective experience of difficulty perceiving written information, led participants to generate particularly positive, unconstrained fantasies about various consumption experiences.
[ to cite ]:
Heather Barry Kappes and Adam Alter (2011) ,"The Road to Fantasized Consumption Is Paved With Visual Roadblocks", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 133.