It “Feels” Good For Me: the Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness

Catherine Wiggins, Cornell University, USA
Little is known about the role of processing fluency in judgments of product healthiness. This research demonstrates that the effect of processing fluency is dependent upon consumers’ naïve health theories, underscoring the importance of matching such theories to the level of processing fluency most conducive to favorable product evaluations.
[ to cite ]:
Catherine Wiggins (2013) ,"It “Feels” Good For Me: the Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness", in NA - Advances in Consumer Research Volume 41, eds. Simona Botti and Aparna Labroo, Duluth, MN : Association for Consumer Research.