 “The struggle isn't real”: How need for cognitive closure moderates inferences from disfluencyRuomeng Wu, Esta D. Shah and Frank R. Kardes Journal of Business Research, 2020, vol. 109, issue C, 585-594 Abstract: Prior research suggests that disfluency leads to unfavorable product judgments and can be mitigated by debiasing techniques (i.e., explicit warnings about disfluency). We suggest a moderating role for the need for cognitive closure (NFCC), such that when information about a favorable brand is present, disfluency leads to less favorable judgments for low NFCC consumers but not for high NFCC consumers. Moreover, warnings about disfluency mitigate the negative effect for low NFCC consumers, but backfire for high NFCC ones. Across five experiments, we demonstrate these effects through individual trait differences and cognitive load manipulations of NFCC. We suggest that the backfiring effect among high NFCC consumers is due to shifts in attention away from brand reputation towards the experience of disfluency, making disfluency (vs. brand reputation) the primary judgmental cue. Implications of the findings for consumer inference are discussed. Keywords: Consumer behavior; Disfluency; Inference; Need for cognitive closure; Cognitive load; Time pressure; Debiasing (search for similar items in EconPapers) Downloads: (external link) Related works: Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text Persistent link: https://EconPapers.repec.org/RePEc:eee:jbrese:v:109:y:2020:i:c:p:585-594 DOI: 10.1016/j.jbusres.2019.03.042 Access Statistics for this article Journal of Business Research is currently edited by A. G. Woodside More articles in Journal of Business Research from Elsevier |
Is your work missing from RePEc? Here is how to contribute.
Questions or problems? Check the EconPapers FAQ or send mail to .
EconPapers is hosted by the
School of Business at Örebro University.