Leaky Preferences: Fluency Effects in Perception and Choice

Mark Schneider, University of Connecticut, USA
This paper introduces the ‘leaky’ preferences assumption which posits that certain stimuli or environmental features may be preferred because they are easier to process. The implications of this assumption are explored for both consumer choices and aesthetic preferences.
[ to cite ]:
Mark Schneider (2011) ,"Leaky Preferences: Fluency Effects in Perception and Choice", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.