Preference Fluency in Choice

@article{Novemsky2007PreferenceFI,
  title={Preference Fluency in Choice},
  author={Nathan Novemsky and Ravi K. Dhar and Norbert Schwarz and Itamar 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… 
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