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河北工业大学

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

Title: Disfluent vs. fluent price offers: paradoxical role of processing disfluency.
Authors: Motyka, Scott1 scott_motyka@kgi.edu
Suri, Rajneesh2 surir@drexel.edu
Grewal, Dhruv3 dgrewal@babson.edu
Kohli, Chiranjeev4 ckohli@fullerton.edu
Source: Journal of the Academy of Marketing Science. Sep2016, Vol. 44 Issue 5, p627-638. 12p.
Document Type: Article
Subject Terms: PRICING
CONSUMERS' preferences
ADVERTISING
DECISION making
HUMAN information processing
PERCEPTION
COGNITION
Author-Supplied Keywords: Decision making ; Disfluency ; Fluency ; Price perception
NAICS/Industry Codes: 541850 Outdoor Advertising ; 541890 Other Services Related to Advertising
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. [ABSTRACT FROM AUTHOR]
(Copyright applies to all Abstracts.)
Author Affiliations: 1Keck Graduate Institute, Claremont Colleges, 535 Watson Drive Claremont 91711 USA ; 2Department of Marketing, LeBow College of Business, Drexel University, 818 G. Hall, 3141 Chestnut St Philadelphia 19104 USA ; 3Department of Marketing, Babson College, 213 Malloy Hall Babson Park 02457 USA ; 4Mihaylo College of Business and Economics, California State University, SGMH 5270 Fullerton 92834-6848 USA
ISSN: 0092-0703 (Sherpa/RoMEO, JCR)
PageCount: 627-639
volume: 44
issue: 5
issn: 00920703
pubdate: 2016
DOI: https://doi.org/10.1007/s11747-015-0459-0