Preference Fluency in Choice
@article{Novemsky2007PreferenceFI, title={Preference Fluency in Choice}, author={Nathan Novemsky and R. Dhar and N. Schwarz and I. Simonson}, journal={Journal of Marketing Research}, year={2007}, volume={44}, pages={347 - 356} }
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 increase… Expand
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