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.



Citation:

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.

Authors

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



Volume

NA - Advances in Consumer Research Volume 48 | 2020



Share Proceeding

Featured papers

See More

Featured

Is All That Glitters Gold? The Effect of Product Surface Glossiness on Consumer Judgments

Jiaqi SONG, Hong Kong Polytechic University
Yuwei Jiang, Hong Kong Polytechic University
Gerald J. Gorn, Hong Kong Polytechic University

Read More

Featured

Enhancing Perceptions toward In-Home Artificial Intelligence Devices through Trust: Anthropomorphism and Non-Branded Device Messages

Seth Ketron, East Carolina University
Brian Taillon, East Carolina University
Christine Kowalczyk, East Carolina University

Read More

Featured

F12. Matching Green Advertising Strategies and Brand Positioning to Improve Brand Evaluation

Danielle Mantovani, Federal University of Paraná
Victoria Vilasanti, Federal University of Paraná
Marcelo Vinhal Nepomuceno, HEC Montreal, Canada
Cecilia Souto Maior, Federal University of Paraná

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.