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



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