“The struggle isn't real”: How need for cognitive closure moderates inferences from disfluency

Wu, Ruomeng; Shah, Esta D.; Kardes, Frank R.

doi:10.1016/j.jbusres.2019.03.042

Cited by 10 publications

(10 citation statements)

References 39 publications

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“…When marketing communications are difficult to comprehend, they also decrease consumers’ feelings of confidence in identifying the implications (Gill et al, 1998; Kelley & Lindsay, 1993; Schwarz, 2004). Building upon the observed negative effects of difficulty (e.g., Lee & Labroo, 2004), we argue that because a special (vs. regular) font is more difficult to read, the use of a special font in product description can undermine initial consumer evaluation and purchase intention due to the experience of disfluency (e.g., Wu et al, 2020).…”

Section: Theoretical Backgroundmentioning

confidence: 82%

“…Indeed, a negative relationship between the difficulty of processing and initial evaluation/decision is well documented (e.g., Bornstein & D'agostino, 1992; Fang et al, 2007; Gomez et al, 2017; Labroo et al, 2008; Winkielman & Cacioppo, 2001; Yang et al, 2018). The difficulty often stimulates negative thoughts that worsen product evaluations and discourage choice making (Novemsky et al, 2007; Tsai & McGill, 2011; see Wu et al, 2020). It can also irritate consumers who find marketing information unnecessarily difficult to process.…”

Section: Theoretical Backgroundmentioning

confidence: 99%

“…However, special fonts should also be more difficult to process because less frequent exposure hampers ease of processing (Bornstein & D'agostino, 1992). We explore the roles of special fonts based on its direct effects on perceived difficulty and uniqueness because these two characteristics are highly important and relevant to marketing communications (e.g., Izadi & Patrick, 2019; Simonson & Nowlis, 2000; Song & Schwarz, 2008; Wu et al, 2020).…”

Section: Introductionmentioning

confidence: 99%

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Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Han

Kardes

2020

Psychology and Marketing

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The use of special fonts in marketing communications may have more complex effects than expected. This study examines multiple effects of special fonts and proposes boundary conditions for the effects. Special fonts are perceived as more unique and difficult to read than regular fonts. Five experimental studies show that whereas the perception of uniqueness decreases the awareness of missing information, leading to more favorable initial judgments but a higher likelihood of regret later, the perception of difficulty has the opposite effects. These competing effects are moderated by contextual cues that vary the salience of uniqueness versus difficulty associated with special fonts. Specifically, consumers are more influenced by the uniqueness of special fonts when they rate the degree of uniqueness before the degree of difficulty or when they evaluate a product category (e.g., a handmade item or a décor) that is generally expected to be unique. On the contrary, they are more influenced by difficulty when they rate difficulty first or when they evaluate a product category (e.g., "a tax preparation service") that is unexpected to be unique. Implications of the results for understanding the effects of fonts on information processing and consumer inference are discussed.

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Section: Theoretical Backgroundmentioning

confidence: 82%

Section: Theoretical Backgroundmentioning

confidence: 99%

Section: Introductionmentioning

confidence: 99%

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Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Han

Kardes

2020

Psychology and Marketing

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“…If a brand crisis or mistake appears, the media will play a critical role in the formation of a negative reputation that is inevitable in today's communication environment (Ahmad, 2017). A negative brand reputation is likely to cause consumers to be hesitant about purchasing the firm's goods and services (Che et al, 2020;Wu et al, 2020). On the other hand, positive news about the brand may contribute to brand reputation positively which, in turn, increases the brand preference by consumers (Stratton and Werner, 2013).…”

Section: Theoretical Backgroundmentioning

confidence: 99%

Do consumers punish retailers with poor working conditions during COVID-19 crisis An experimental study of q-commerce grocery retailers

Arıker¹

2021

Pressacademia

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Purpose-The pandemic resulted in an unexpected volume of customer demand for quick delivery of grocery products. This, in turn, caused a terrific increase in the burden of delivery employees working for quick commerce (q-commerce) retailers. There was much news about working conditions of couriers during the pandemic. In this study, under the theoretical guidelines of the Stimulus-Organism-Response model (SOR), the author aims to investigate how information regarding working conditions (stimuli) affect evaluation of brand reputation (organism) and retail patronage intention (response). The framework of the study is limited to q-commerce grocery retailers because of their significant growth potential. Methodology-A within-subjects experimental design was implemented to collect data. The author developed two scenarios based on true events. In the scenarios, two hypothetical q-commerce retailers were narrated to manipulate good and poor working conditions of delivery employees. Paired sample t-tests were conducted to test the mean differences of brand reputation and retail patronage intention. Additionally, two separate studies were conducted to test what if a q-commerce grocery retailer with good working conditions also set higher prices. Findings-The findings show that the brand reputation of q-commerce grocery retailers with good working conditions is higher. Similarly, customers show higher retail patronage intention for q-commerce grocery retailers with good working conditions. The results are valid even if the prices of q-commerce grocery retailers with good working conditions are higher. Conclusion-The current article is one of the first empirical studies on q-commerce retailers. The study also contributes by providing new insights about consumer reactions to poor working conditions of retailers under extraordinary circumstances from which they also suffer. Poor working conditions cause to lose customers besides the ethical considerations, but retention of customers is a must for the survival of infant q-commerce retailers.

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“…Prior research suggests that understanding the fluency and disfluency effect is important to predicting what drives consumer judgment and decision making in marketing communications with textual / visual messages on signage, billboards, and other forms of outdoor advertising (Sundar et al 2019;Wu, Shah, and Kardes 2020). Fluency, or ease of processing, usually leads to more favorable evaluative and affective judgments (Lee and Labroo 2004).…”

Section: Introductionmentioning

confidence: 99%

Effects of Time for Deliberation and Disfluency on Omission Neglect

Han

Meng

et al. 2020

IJSW

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The use of disfluency in marketing signage has more complex effects than what past research suggests. Time plays an important role in consumer information processing of signage presented disfluently. Three experimental studies suggest that the effects of disfluency on the awareness of missing information, purchase likelihood, and likelihood of future surprise depend on whether consumers have more or less time to process the information. When they have a limited amount of time, disfluency improves their awareness of missing information, leading to not only a lower likelihood of immediate purchase but also less surprise when important omissions are revealed later. Nevertheless, the effects are attenuated when consumers have a greater amount of time.

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“The struggle isn't real”: How need for cognitive closure moderates inferences from disfluency

Cited by 10 publications

References 39 publications

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Special fonts: The competing roles of difficulty and uniqueness in consumer inference

Do consumers punish retailers with poor working conditions during COVID-19 crisis An experimental study of q-commerce grocery retailers

Effects of Time for Deliberation and Disfluency on Omission Neglect

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