The Sources and Consequences of the Fluent Processing of Numbers

  title={The Sources and Consequences of the Fluent Processing of Numbers},
  author={Dan King and Chris Janiszewski},
  journal={Journal of Marketing Research},
  pages={327 - 341}
Consumers often like fluently processed stimuli. The authors find that one source of fluency for numerical stimuli is the generation of a number through common addition (e.g., 1 + 1 through 10 + 10) and common multiplication (2 × 2 through 10 × 10) problems (study 1). Common addition and multiplication problems (arithmetic), or their operands, can be used to prime a number and increase its fluency (study 3). The benefits of arithmetic and operand primes are limited to single primes (i.e., more… 

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