The Role of Fluency in Identity-Linked Marketing

Across three studies, we examine low identifiers in the context of identity-targeted messages. Drawing on fluency literature, we explore how low identifiers process identity relevant information differently to high identifiers. Low identifiers process identity-linked messages less fluently than primes, depressing their product evaluation. The opposite occurs for high identifiers.


Miriam McGowan, Edward Shiu, and Louise May Hassan (2020) ,"The Role of Fluency in Identity-Linked Marketing", in NA - Advances in Consumer Research Volume 48, eds. Jennifer Argo, Tina M. Lowrey, and Hope Jensen Schau, Duluth, MN : Association for Consumer Research, Pages: 1213-1213.


Miriam McGowan, University of Birmingham, UK
Edward Shiu, Bangor University, UK
Louise May Hassan, Bangor University, UK


NA - Advances in Consumer Research Volume 48 | 2020

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