A Hesperhodos Sweeter Than a Rose: Are Ten-Dollar Words Really Worth More?

Joanna Arnold, University of Houston, USA
Vanessa Patrick, University of Houston, USA
Processing fluency theory would suggest that common language will be more effective that uncommon language in advertising. This research counterintuitively hypothesizes that using rare or unusual language can increase perceptual fluency, perceptions of luxury and willingness to pay.
[ to cite ]:
Joanna Arnold and Vanessa Patrick (2015) ,"A Hesperhodos Sweeter Than a Rose: Are Ten-Dollar Words Really Worth More?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 775-775.