(The Lack Of) Processing Fluency and Attitude Enhancement

Gaurav Jain, University of Iowa, USA
Dhananjay Nayakankuppam, University of Iowa, USA
Gary Gaeth, University of Iowa, USA
This paper reports three studies demonstrating a reversal of the usual traditional fluency effects as the attitude towards the less fluent stimulus increases significantly more than that towards the more fluent stimulus.We show that the phenomenon is based on the misattribution of the fluency experience to the decision making process.
[ to cite ]:
Gaurav Jain, Dhananjay Nayakankuppam, and Gary Gaeth (2014) ," (The Lack Of) Processing Fluency and Attitude Enhancement", in NA - Advances in Consumer Research Volume 42, eds. June Cotte and Stacy Wood, Duluth, MN : Association for Consumer Research, Pages: 521-521.