The Role of Fluency on Mental Accounting

Study 1 demonstrates that consumers may make additional purchasing decisions more easily when they are under the conditions of high fluency. Study 2 shows that the strength of the fluency is greater than the effect of hedonic avoidance. The mediating role of affect aroused by fluency was also supported.


Jen-Chieh Chung, Wei-Ting Hsu, Chia-Jung Chang, and Ning-Hsin Hsieh (2014) ,"The Role of Fluency on Mental Accounting", in NA - Advances in Consumer Research Volume 42, eds. June Cotte, Stacy Wood, and , Duluth, MN : Association for Consumer Research, Pages: 779-779.


Jen-Chieh Chung, Chaoyang University of Technology, Taiwan
Wei-Ting Hsu, Chaoyang University of Technology, Taiwan
Chia-Jung Chang, National Taiwan Normal University, Taiwan
Ning-Hsin Hsieh, Chaoyang University of Technology, Taiwan


NA - Advances in Consumer Research Volume 42 | 2014

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