If I Don’T Understand It, It Must Be New: Processing Fluency and Perceived Product Innovativeness

HYEJEUNG CHO, UNIVERSITY OF MICHIGAN
NORBERT SCHWARZ, UNIVERSITY OF MICHIGAN

If I Don’t Understand It, It Must Be New:

Processing Fluency and Perceived Product Innovativeness

 

Hyejeung Cho, University of Michigan

Norbert Schwarz, University of Michigan

 

 

We provide the first evidence that processing fluency (the ease or difficulty with which new information is processed) influences judgments of product innovativeness. People assume that ‘new information is more difficult to process than familiar information’ and infer higher product innovativeness from lower processing fluency (e.g., when the font in which the product description is printed is difficult rather than easy to read). This favorable judgment of innovativeness can result in higher preference for the product, reversing the usually observed high fluency-high liking link.
[ to cite ]:
HYEJEUNG CHO and NORBERT SCHWARZ (2006) ,"If I Don’T Understand It, It Must Be New: Processing Fluency and Perceived Product Innovativeness", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 319-320.