Blurring the Line: How Disfluency Begets Similarity

Michael Giblin, University of Florida, USA
Aner Sela, University of Florida, USA
In two experiments, we demonstrate that processing difficulty (i.e., disfluency) leads people to perceive different options as spatially closer and more similar to one another. The findings have important decision implications, as initial decision difficulty and disfluency increases perceived option similarity, which in turn may further exacerbate decision difficulty.
[ to cite ]:
Michael Giblin and Aner Sela (2013) ,"Blurring the Line: How Disfluency Begets Similarity", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.