Processing fluency: examining its relationship with thinking style and purchase intention

Abstract

This study aims to examine the relationship between processing fluency and thinking style. In addition to that, the impact of processing fluency on purchase intention will be investigated. Specifically, it is proposed that experiential thinking style induces more fluent processing than rational thinking style. Getting the audience to attend to the ad in an intuitive manner rather than a rule-based manner and presenting them with affective stimuli rather than analytical stimuli increases the fluency experiences. Moreover, it is expected that the processing fluency that is experienced by consumers will influence their purchasing intent. It is suggested that consumer’s level of confidence in their choices mediates the relationship between processing fluency and purchase intent. © 2018, © 2018 Informa UK Limited, trading as Taylor & Francis Group.