Work

Contrast and Assimilation Effects of Processing Fluency

Year: 2009

Type: article

Abstract: As processing difficulty associated with a product increases, information about a subsequently encountered product becomes easier to process, leading to more favorable evaluations of it (a contrast effect). If, however, the two products are categorized as part of the same overall experience, then the negative feelings elicited by increased processing difficulty of the first product transfer to the second product, leading to more unfavorable evaluations of it (an assimilation effect). Five studies identify the conditions in which the two processes occur and outline the various mechanisms that might underlie these effects.

Source: Journal of Consumer Research

DOI: 10.1086/612425

Authors: Hao Shen, Yuwei Jiang, Rashmi Adaval

Institutions: Hong Kong Polytechnic University, Hong Kong University of Science and Technology

Language: English

Topic: Decision-Making and Behavioral Economics

Subfield: General Decision Sciences

Field: Decision Sciences

Domain: Social Sciences

Open Access status: green

OpenAlex ID: W2126783527

FWCI: 1.675

Cites: 37

Cited by: 92

Related to: 10