Fluency Versus Arousal: the Interplay of Two Core Characteristics of Marketing Stimuli
Across three different processing fluency manipulations (i.e., exposure, color contrast, pronounceability) and three different judgmental domains (i.e., truth of health claims, liking of product designs, safety of stocks) we show that when participants’ incidental arousal level is experimentally heightened, they draw less on their fluency experience when forming a judgment.
Citation:
Laura K. M. Graf and Jan R. Landwehr (2021) ,"Fluency Versus Arousal: the Interplay of Two Core Characteristics of Marketing Stimuli", in NA - Advances in Consumer Research Volume 49, eds. Tonya Williams Bradford, Anat Keinan, and Matthew Matthew Thomson, Duluth, MN : Association for Consumer Research, Pages: 410-411.
Authors
Laura K. M. Graf, Goethe University Frankfurt
Jan R. Landwehr, Goethe University Frankfurt
Volume
NA - Advances in Consumer Research Volume 49 | 2021
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