How Fluency Fitting Purposes Influences Payment to Travel

We examined how well perception of fluency matches the purpose of travel influences the degree of willingness to pay for travel. when people perceive disfluency, they will pay more for an adventurous trip but pay less for a leisure trip, no matter whether the destinations are familiar, unfamiliar or fictional.


Jiang Wu, Wenjie Shi, and Yunhui Huang (2015) ,"How Fluency Fitting Purposes Influences Payment to Travel", in AP - Asia-Pacific Advances in Consumer Research Volume 11, eds. Echo Wen Wan, Meng Zhang, and , Duluth, MN : Association for Consumer Research, Pages: 332-332.


Jiang Wu, Nanjing University, China
Wenjie Shi, Nanjing University, China
Yunhui Huang, Nanjing University, China


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

Share Proceeding

Featured papers

See More


E12. Green versus Premium Choice and Feelings of Pride

Cecilia Souto Maior, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Rafael Demczuk, Federal University of Paraná

Read More


N6. Not Myself: The Impact of Secret-Keeping on Consumer Choice Regret

DONGJIN HE, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University

Read More


E10. Sustainable Initiatives: Cultural Identity, Regulatory Focus, and Construal Perspective

Ekaterina Salnikova, Aarhus University
Yuliya Strizhakova, Rutgers University, USA
Klaus G Grunert, Aarhus University

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.