It "Feels" Good For Me: the Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness

It "Feels" Good For Me: the Interaction of Naïve Theories and Processing Fluency in Subjective Evaluation of Healthiness

Little is known about the role of processing fluency in judgments of product healthiness. This research demonstrates that the effect of processing fluency is dependent upon consumers' naive health theories, underscoring the importance of matching such theories to the level of processing fluency...

Ausführliche Beschreibung

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Bibliographische Detailangaben
1. Verfasser: Wiggins, Catherine
Format: Tagungsbericht
Sprache:eng
Schlagworte:
Consumer behavior
Judgment
Studies
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Beschreibung
Zusammenfassung:Little is known about the role of processing fluency in judgments of product healthiness. This research demonstrates that the effect of processing fluency is dependent upon consumers' naive health theories, underscoring the importance of matching such theories to the level of processing fluency most conducive to favorable product evaluations.
ISSN:0098-9258