The fluent story: a multi-method investigation of the processing fluency effect

Vera Bossel

Research output: ThesisDoctoral ThesisInternal

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Abstract

The dissertation is focused on processing fluency, a subconscious phenomenon in perception psychology which states that when information is easy to process (e.g. a label on a bottle in a clear font) we like that product more (e.g. the drink), because it is so easy to process. Conducting a meta-analysis, the dissertation found that there are five distinct forms of processing fluency (e.g. perceptual fluency, motor fluency, etc.). By investigating consumption patterns of respondents in a laboratory experiment, the dissertation found that a fluent logo results in an increased consumption, whereas a disfluent logo reduces consumption. However, if the food item is luxurious the effect flips.
Original languageEnglish
Awarding Institution
  • Maastricht University
Supervisors/Advisors
  • de Ruyter, Ko, Supervisor
  • Wetzels, Martin, Supervisor
  • Geyskens, Kelly, Advisor
Award date5 Oct 2018
Place of PublicationMaastricht
Publisher
DOIs
Publication statusPublished - 2018

Keywords

  • processing fluency
  • product preference
  • consumption patterns

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