Easy on the Mind, Easy on the Wallet: Fluency Predicts Stock and Currency Valuation
What makes items seem valuable? In six studies, we suggest that fluently (easily) processed currency instruments and financial stocks are valued more highly than their less fluent but otherwise similar counterparts. In Studies 1-3, participants perceived greater purchasing power in fluently processed forms of currency, and in Studies 4-6, we showed that stocks with simple names and ticker codes outperformed their disfluently named stocks in the New York Stock Exchange and American Exchange.
Adam Alter and Daniel Oppenheimer (2009) ,"Easy on the Mind, Easy on the Wallet: Fluency Predicts Stock and Currency Valuation", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 198-201.
Adam Alter, Princeton University, USA
Daniel Oppenheimer, Princeton University, USA
NA - Advances in Consumer Research Volume 36 | 2009
Pangs from Persuasion: When Recommendations Undermine Consumers’ Social Worth
Suzanne Galia Rath, Queens University, Canada
Laurence Ashworth, Queens University, Canada
Nicole Robitaille, Queens University, Canada
Contested and Confused: The Influence of Social Others in Disrupting Body Projects
Aphrodite Vlahos, University of Melbourne, Australia
Marcus Phipps, University of Melbourne, Australia
All We Need is Love: Examining Differences in Time and Money Donations between Dyads and Individuals
Hristina Nikolova, Boston College, USA