Safe and Easy Or Risky and Burdensome? Fluency Effects on Risk Perception and Effort Prediction

Six experiments extend the exploration of processing fluency to risk perception and effort prediction. Participants perceived food additives and amusement park rides as safer when their names were easy rather than difficult to pronounce (exp. 1-3). This effect is shown to be distinct from preferences based on affect. Moreover, participants inferred that preparing a recipe or completing an exercise routine take longer, and require more effort and skill, when the print font was difficult rather than easy to read, with negative consequences for their willingness to engage in the behavior (exp. 4-6).


Hyunjin Song and Norbert Schwarz (2009) ,"Safe and Easy Or Risky and Burdensome? Fluency Effects on Risk Perception and Effort Prediction", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 8-11.


Hyunjin Song, University of Michigan, USA
Norbert Schwarz, University of Michigan, USA


NA - Advances in Consumer Research Volume 36 | 2009

Share Proceeding

Featured papers

See More


D4. How the Product Positioning Affect the Influence of Online Consumer Reviews on Consumer Intentions

Helison Bertoli Alves Dias, Federal University of Paraná
José Carlos Korelo, Federal University of Paraná
Danielle Mantovani, Federal University of Paraná
Cecilia Souto Maior, Federal University of Paraná
Paulo Henrique Muller Prado, Federal University of Paraná

Read More


G6. Brightness Increases More Positive Views of Humanity and Prosocial Behavior of People Low in Moral Identity Internalization

Jun Yan, University of Manitoba, Canada
Luke Zhu, University of Manitoba, Canada
Fang Wan, University of Manitoba, Canada

Read More


B5. Money Doesn’t Buy Happiness, But What About Buying Trust? The Effectiveness of Financial Compensation in Restoring Trust After Double Deviation

Valentina Ortiz Ubal, Universidade Federal do Rio Grande do Sul (UFRGS)
Cristiane Pizzutti, UFRGS
Katja Gelbrich, Catholic University Eichstätt-Ingolstadt

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.