If It’S Hard to Read, It’S Worth It: When Metacognitive Effort Enhances Product Value

Debora V. Thompson, Georgetown University, USA
Elise Chandon Ince, Virginia Tech, USA
We examine the effect of metacognitive effort on consumers’ evaluations in domains in which skill is an important driver of value. We find that describing a service provider less fluently enhances perceptions of its expertise, increasing willingness to pay and perceived value. Avoidance goals reverse the effect.
[ to cite ]:
Debora V. Thompson and Elise Chandon Ince (2011) ,"If It’S Hard to Read, It’S Worth It: When Metacognitive Effort Enhances Product Value", 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.