Impacts of Expected and Experienced Processing Fluency on Consumer Judgment

Results from two studies suggest that the interpretation of the fluency experience is contingent on how easy or difficult people expect the incoming information would be processed. Specifically, participants had higher evaluations of the target when their experienced processing fluency conformed (vs. did not conform) to their expected processing fluency.


Yuwei Jiang and Jiewen Hong (2013) ,"Impacts of Expected and Experienced Processing Fluency on Consumer Judgment", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 341-341.


Yuwei Jiang, Hong Kong Polytechnic University, Hong Kong
Jiewen Hong, Hong Kong University of Science and Technology, Hong Kong


E - European Advances in Consumer Research Volume 10 | 2013

Share Proceeding

Featured papers

See More


Consumer Attachment Styles and Preference for Sharing Products

Kivilcim Dogerlioglu Demir, Sabanci University
Ezgi Akpinar, Koc University, Turkey
mehmet okan, ITU

Read More


Material Gifts as Relationship Mnemonics: Why More Material Gifts Are Given Than Wanted?

Adelle Xue Yang, National University of Singapore, Singapore
Minjung Koo, Sungkyunkwan University
JAEWON HWANG, Sejong University

Read More


Trust in Doubt: Co-Chair's Invited Panel

Adam Berinsky, Massachusetts Institute of Technology, USA
John Gray,
Andre Spicer, City University of London, UK

Read More

Engage with Us

Becoming an Association for Consumer Research member is simple. Membership in ACR is relatively inexpensive, but brings significant benefits to its members.