Form, Function, and Fluency: Surprising Effects of Product Presentation (Dis)Fluency on Attribute Evaluations

James Mourey, DePaul University, USA
Aparna Labroo, Northwestern University, USA
Metacognitive fluency stemming from product presentation affects evaluations. Contrary to prior theorizing (e.g., contrast effects), sequential presentation of heterogeneous products (e.g., utilitarian and hedonic products) attenuates attribute evaluations via disfluency whereas sequential presentation of homogeneous products (e.g., all utilitarian v. all hedonic products) yields more extreme evaluations via fluency.
[ to cite ]:
James Mourey and Aparna Labroo (2017) ,"Form, Function, and Fluency: Surprising Effects of Product Presentation (Dis)Fluency on Attribute Evaluations", in NA - Advances in Consumer Research Volume 45, eds. Ayelet Gneezy, Vladas Griskevicius, and Patti Williams, Duluth, MN : Association for Consumer Research, Pages: 777-777.