Easier is not always better: The moderating role of processing type on preference fluency

Jesper H Nielsen, Jennifer Edson Escalas

Research output: Contribution to journalArticle

34 Citations (Scopus)

Abstract

Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.

Original languageEnglish (US)
Pages (from-to)295-305
Number of pages11
JournalJournal of Consumer Psychology
Volume20
Issue number3
DOIs
StatePublished - Jul 2010

Fingerprint

Immersion
Emotions
Research

ASJC Scopus subject areas

  • Applied Psychology
  • Marketing

Cite this

Easier is not always better : The moderating role of processing type on preference fluency. / Nielsen, Jesper H; Escalas, Jennifer Edson.

In: Journal of Consumer Psychology, Vol. 20, No. 3, 07.2010, p. 295-305.

Research output: Contribution to journalArticle

@article{ee1fbaa400394f129dc5c67421529c7a,
title = "Easier is not always better: The moderating role of processing type on preference fluency",
abstract = "Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.",
author = "Nielsen, {Jesper H} and Escalas, {Jennifer Edson}",
year = "2010",
month = "7",
doi = "10.1016/j.jcps.2010.06.016",
language = "English (US)",
volume = "20",
pages = "295--305",
journal = "Journal of Consumer Psychology",
issn = "1057-7408",
publisher = "Elsevier Inc.",
number = "3",

}

TY - JOUR

T1 - Easier is not always better

T2 - The moderating role of processing type on preference fluency

AU - Nielsen, Jesper H

AU - Escalas, Jennifer Edson

PY - 2010/7

Y1 - 2010/7

N2 - Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.

AB - Prior research has shown that preference fluency (i.e., the subjective feeling that forming a preference is easy or difficult) systematically influences consumer choices. When deciding on an option feels difficult, or requires effort, consumers are likely to select a different option or defer the decision. We find that under conditions of narrative processing, difficulty in processing can actually improve preferences because more effort leads to more transportation, or immersion, into the story, thus enhancing brand evaluations. Three experiments demonstrate that the effect of preference fluency reverses when consumers think about a brand as part of a story.

UR - http://www.scopus.com/inward/record.url?scp=77955841688&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=77955841688&partnerID=8YFLogxK

U2 - 10.1016/j.jcps.2010.06.016

DO - 10.1016/j.jcps.2010.06.016

M3 - Article

AN - SCOPUS:77955841688

VL - 20

SP - 295

EP - 305

JO - Journal of Consumer Psychology

JF - Journal of Consumer Psychology

SN - 1057-7408

IS - 3

ER -