How Does Perceptual Disfluency Amplify the Effect of Consumer Reviews?

We conducted three studies to explore the effect of perceptual fluency on the persuasiveness of the consumer reviews. consumers tend to evaluate a positively(negative) reviewed product more positively when perceived disfluency. This effect is reversed when consumers are high in cognitive load, but notable when people are high in need-for-cognition.


Changxin Li, Yunhui Huang, and Jiang Wu (2015) ,"How Does Perceptual Disfluency Amplify the Effect of Consumer Reviews?", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 326-326.


Changxin Li, Nanjing University, China
Yunhui Huang, Nanjing University, China
Jiang Wu, Nanjing University, China


AP - Asia-Pacific Advances in Consumer Research Volume 11 | 2015

Share Proceeding

Featured papers

See More


“It’s Not You, It’s Me”: How Corporate Social Responsibility Decreases Customer Citizenship Behavior

Sofia Batista Ferraz, EAESP-FGV
Andres Rodriguez Veloso, University of São Paulo, Brazil
Diogo Hildebrand, Baruch College, USA

Read More


Approach and Loss Aversion: Consumer Responses to Approaching and Receding Stimuli in Advertising

Lana Mulier, Ghent University, Belgium
Iris Vermeir, Ghent University, Belgium
Hendrik Slabbinck, Ghent University, Belgium

Read More


Compatibility Theory

Ioannis Evangelidis, Bocconi University, Italy
Stijn M. J. van Osselaer, Cornell University, USA

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.