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
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