The Impact of Thoughts in Consumer Evaluation As a Function of Ease

This research examines the impact of the ease with which thoughts are expressed on consumer persuasion. When thoughts were easy to express (using many words for important topics) they were more impactful on subsequent evaluations than when they were relatively more difficult to express (using one single word).



Citation:

Beatriz Gandarillas, Pablo Briñol, Richard E Petty, and Andrew Luttrell (2013) ,"The Impact of Thoughts in Consumer Evaluation As a Function of Ease", in E - European Advances in Consumer Research Volume 10, eds. Gert Cornelissen, Elena Reutskaja, and Ana Valenzuela, Duluth, MN : Association for Consumer Research, Pages: 228-229.

Authors

Beatriz Gandarillas, IE University, Spain
Pablo Briñol, Universidad Autónoma de Madrid, Spain
Richard E Petty, Ohio State University, USA
Andrew Luttrell, Ohio State University, USA



Volume

E - European Advances in Consumer Research Volume 10 | 2013



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