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

Scott Motyka (), Rajneesh Suri (), Dhruv Grewal () and Chiranjeev Kohli ()
Additional contact information
Scott Motyka: Claremont Colleges
Rajneesh Suri: Drexel University
Dhruv Grewal: Babson College
Chiranjeev Kohli: California State University

Journal of the Academy of Marketing Science, 2016, vol. 44, issue 5, No 7, 627-638

Abstract: 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.

Keywords: Price perception; Fluency; Disfluency; Decision making (search for similar items in EconPapers)
Date: 2016
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Citations: View citations in EconPapers (12)

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DOI: 10.1007/s11747-015-0459-0

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