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

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