Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice

Literature suggests that fluent information is preferred by consumers, and guides purchases. However processing disfluency literature suggests that increased effort required for disfluent promotions will lead to deeper processing and choice. Six studies (lab and field) demonstrate support for these predictions with disfluency effects enhanced for those with high NFC.



Citation:

Scott Motyka, Rajneesh Suri, Dhruv Grewal, and Chiranjeev Kohli (2015) ,"Effects of Disfluency Versus Fluency of Price Promotions on Product Preference and Choice", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 799-799.

Authors

Scott Motyka, Northeastern University, USA
Rajneesh Suri, Drexel University, USA
Dhruv Grewal, Babson College, USA
Chiranjeev Kohli, California State University at Fullerton



Volume

NA - Advances in Consumer Research Volume 43 | 2015



Share Proceeding

Featured papers

See More

Featured

Self-Deprecation Signals Humility, but Not as Much as Self-Deprecators Assume

Clayton R Critcher, University of California Berkeley, USA
Michael O'Donnell, University of California Berkeley, USA
Minah Jung, New York University, USA

Read More

Featured

F6. Can CSR Save a Firm From a Crisis? A Role of Gratitude in the Buffering Effect of CSR on Consumer Vindictive Behavior.

Junghyun Kim, NEOMA Business School
Taehoon Park, University of South Carolina, USA
Myungsuh Lim, Sangji University

Read More

Featured

D10. It's Meant for Me: When Serendipity Increases Word-of-Mouth

Colleen Patricia Kirk, New York Institute of Technology
Joann Peck, University of Wisconsin - Madison, USA
Claire Hart, University of South Hampton, UK
Constantine Sedikides, University of South Hampton, UK

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.