Processing fluency: examining its relationship with thinking style and purchase intention
Küçük Resim Yok
Tarih
2018
Yazarlar
Dergi Başlığı
Dergi ISSN
Cilt Başlığı
Yayıncı
Routledge
Erişim Hakkı
info:eu-repo/semantics/closedAccess
Özet
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.
Açıklama
Anahtar Kelimeler
Confidence İn Choice, Dual System Theory, Processing Fluency, Purchase İntention
Kaynak
Journal of Marketing Communications
WoS Q Değeri
Scopus Q Değeri
Q1
Cilt
24
Sayı
6
