• DOI:10.1509/jmkr.44.3.347
Corpus ID: 48521780

Preference Fluency in Choice

@inproceedings{Novemsky2007PreferenceFI,
  title={Preference Fluency in Choice},
  author={Nathan Novemsky and R. Dhar and Norbert F. Schwarz and Itamar Simonson},
  year={2007}
}

Nathan Novemsky, R. Dhar, +1 author Itamar Simonson

Published 2007

Psychology

Abstract The authors propose that consumer choices are often systematically influenced by preference fluency (i.e., the subjective feeling that forming a preference for a specific option is easy or difficult). Four studies manipulate the fluency of preference formation by presenting descriptions in an easy- or difficult-to-read font (Study 1) or by asking participants to think of few versus many reasons for their choice (Studies 2–4). As the authors predict, subjective experiences of difficulty… CONTINUE READING

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