If It Feels Right…Do It: Cultural Congruence As a Consumption Cue

People make meaning through culture such that culturally-congruent cues “feel right,” while incongruent cues do not. Three studies show that the resulting feelings of fluency (disfluency) spill over into judgments and encourage one to “keep going” (“stop and reconsider”) in the contexts of word games, food, and consumer product consumption.


James Mourey and Daphna Oyserman (2011) ,"If It Feels Right…Do It: Cultural Congruence As a Consumption Cue", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 118-119.


James Mourey , University of Michigan, USA
Daphna Oyserman, University of Michigan, USA


NA - Advances in Consumer Research Volume 39 | 2011

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