Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice

Scott Motyka, Northeastern University, USA
Rajneesh Suri, Drexel University, USA
Dhruv Grewal, Babson College, USA
Chiranjeev Kohli, California State University at Fullerton
Literature suggests that fluent information is preferred by consumers, and guides purchases. However processing disfluency literature suggests that increased effort required for disfluent promotions will lead to deeper processing and choice. Six studies (lab and field) demonstrate support for these predictions with disfluency effects enhanced for those with high NFC.
[ to cite ]:
Scott Motyka, Rajneesh Suri, Dhruv Grewal, and Chiranjeev Kohli (2015) ,"Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl and Carolyn Yoon, Duluth, MN : Association for Consumer Research, Pages: 799-799.