The Illusion of Processing Fluency on Pro-Social Campaigns: Unjustifiable Efforts Produce Guilty Feelings
This study provides evidences that attitudes in processing pro-social campaigns are moderated by different goals. We found that if one’s goal is dishonorable, putting extra effort into difficult processing fluency (DPF) campaigns causes negative effects. The increase in guilt when dealing with DPF campaigns explains the underlying mechanism.
Citation:
Yaeeun Kim, Yae Ri Kim, Vinod Venkatraman, and Kiwan Park (2016) ,"The Illusion of Processing Fluency on Pro-Social Campaigns: Unjustifiable Efforts Produce Guilty Feelings", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 742-742.
Authors
Yaeeun Kim, Temple University, USA
Yae Ri Kim, Seoul National University, South Korea
Vinod Venkatraman, Temple University, USA
Kiwan Park, Seoul National University, South Korea
Volume
NA - Advances in Consumer Research Volume 44 | 2016
Share Proceeding
Featured papers
See MoreFeatured
B2. The Prevention Oriented Chameleon: Mimicry in a Prevention Orientation Leads to More Brand Trust
Judith Willberger, Technical University of Munich
Gavan Fitzsimons, Duke University, USA
Featured
When High-End Designers Partner With Low-Cost Retailers: Bridging the Access Gap
Gabriel E. Gonzales, Pennsylvania State University, USA
Johanna Slot, Pennsylvania State University, USA
Margaret Meloy, Pennsylvania State University, USA
Featured
Effects of Brand Knowledge, Motivations, and Trust on Consumption Experience among Millennial Consumers
Ananya Rajagopal, Tecnológico de Monterrey, MEXICO