Heuristics

Business

Value (mathematics)

Processing fluency

Operating system

Mathematics education

Machine learning

Marketing

Cognitive psychology

Psychology

Fluency

Computer science

Process (computing)

Information processing

Journal of the Academy of Marketing Science

Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their purchase decisions. Challenging this conventional wisdom, and on the basis of recent research on processing disfluency, this study proposes that the increased effort required to process disfluent price information can lead to deeper information processing. If the advertised price offer represents a good value, it can enhance purchase decisions, even if customers prefer the disfluent display less. A series of studies in the field and lab demonstrate support for this positive impact of disfluent price information on purchase decisions.

Disfluent vs. fluent price offers: paradoxical role of processing disfluency