(The lack of) fluency and perceptions of decision making
| Autor: | Gaurav Jain, Sunaina Shrivastava, Gary J. Gaeth, Dhananjay Nayakankuppam |
|---|---|
| Rok vydání: | 2020 |
| Předmět: |
Marketing
Process (engineering) media_common.quotation_subject 05 social sciences Marketing communication Affect (psychology) Fluency Perception 0502 economics and business 050211 marketing Business and International Management Psychology 050203 business & management Processing fluency media_common Cognitive psychology |
| Zdroj: | Journal of Marketing Communications. 27:670-684 |
| ISSN: | 1466-4445 1352-7266 |
| Popis: | Research consistently finds that fluent stimuli in marketing communications are better liked and more trusted than more difficult to process stimuli. This paper describes four studies showing that ... |
| Databáze: | OpenAIRE |
| Externí odkaz: |
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