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Journal of the Academy of Marketing Science

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01.09.2016 | Original Empirical Research

Disfluent vs. fluent price offers: paradoxical role of processing disfluency

verfasst von: Scott Motyka, Rajneesh Suri, Dhruv Grewal, Chiranjeev Kohli

Erschienen in: Journal of the Academy of Marketing Science | Ausgabe 5/2016

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Abstract

Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their purchase decisions. Challenging this conventional wisdom, and on the basis of recent research on processing disfluency, this study proposes that the increased effort required to process disfluent price information can lead to deeper information processing. If the advertised price offer represents a good value, it can enhance purchase decisions, even if customers prefer the disfluent display less. A series of studies in the field and lab demonstrate support for this positive impact of disfluent price information on purchase decisions.

Vorheriger Artikel When will price increases associated with company donations to charity be perceived as fair?

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Titel: Disfluent vs. fluent price offers: paradoxical role of processing disfluency
verfasst von: Scott Motyka
Rajneesh Suri
Dhruv Grewal
Chiranjeev Kohli
Publikationsdatum: 01.09.2016
Verlag: Springer US
Erschienen in: Journal of the Academy of Marketing Science / Ausgabe 5/2016
Print ISSN: 0092-0703
Elektronische ISSN: 1552-7824
DOI: https://doi.org/10.1007/s11747-015-0459-0

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