If I Don’T Understand It, It Must Be New: Processing Fluency and Perceived Product Innovativeness

If I Don’t Understand It, It Must Be New:

Processing Fluency and Perceived Product Innovativeness

 

Hyejeung Cho, University of Michigan

Norbert Schwarz, University of Michigan

 

 

We provide the first evidence that processing fluency (the ease or difficulty with which new information is processed) influences judgments of product innovativeness. People assume that ‘new information is more difficult to process than familiar information’ and infer higher product innovativeness from lower processing fluency (e.g., when the font in which the product description is printed is difficult rather than easy to read). This favorable judgment of innovativeness can result in higher preference for the product, reversing the usually observed high fluency-high liking link.



Citation:

HYEJEUNG CHO and NORBERT SCHWARZ (2006) ,"If I Don’T Understand It, It Must Be New: Processing Fluency and Perceived Product Innovativeness", in NA - Advances in Consumer Research Volume 33, eds. Connie Pechmann and Linda Price, Duluth, MN : Association for Consumer Research, Pages: 319-320.

Authors

HYEJEUNG CHO, UNIVERSITY OF MICHIGAN
NORBERT SCHWARZ, UNIVERSITY OF MICHIGAN



Volume

NA - Advances in Consumer Research Volume 33 | 2006



Share Proceeding

Featured papers

See More

Featured

Compatibility Theory

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

Read More

Featured

M13. Keep Consistency in Good Old Days: The Effect of Nostalgia on Consumers' Consistency Seeking Behavior

Yafeng Fan, Tsinghua University
Jing Jiang, Renmin University of China

Read More

Featured

Only "$20 More": Additional Price Framing Increases the Choice of Upgraded Products and Services

Thomas Allard, Nanyang Technological University, Singapore
David Hardisty, University of British Columbia, Canada
Dale Griffin, University of British Columbia, Canada

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.