The Effect of Conceptual and Perceptual Fluency on Brand Evaluation

15 Pages Posted: 8 May 2007

Date Written: 2003

Abstract

According to the processing fluency model, advertising exposures enhance the ease with which a brand can be recognized and processed. This increased perceptual fluency in turn leads to more favorable attitudes toward the brand. The present research extends the processing fluency model to examine the effect of conceptual fluency on attitudes. In three experiments, the authors show that when a target comes to mind more readily and becomes conceptually fluent, as when it is presented in a predictive context (e.g., a bottle of beer featured in an ad showing a man entering a bar), or when it is primed by a related construct (e.g., ketchup following an advertisement of mayonnaise), participants develop more favorable attitudes toward the target. Positive valence of fluent processing is thought to underlie these processing fluency effects. When conceptual fluency is associated with negative valence (e.g., hair conditioner primed by a kill-lice shampoo), less favorable attitudes are observed (exp. 4).

Keywords: advertising, persuasion, ease of processing, fluency, brand management, emotion, affective judgment

JEL Classification: M1, M3, M31, M37

Suggested Citation

Lee, Angela Y. and Labroo, Aparna A., The Effect of Conceptual and Perceptual Fluency on Brand Evaluation (2003). Available at SSRN: https://ssrn.com/abstract=967768 or http://dx.doi.org/10.2139/ssrn.967768

Angela Y. Lee (Contact Author)

Northwestern University - Kellogg School of Management ( email )

2001 Sheridan Road
Evanston, IL 60208
United States

Aparna A. Labroo

University of Chicago ( email )

5807 S. Woodlawn Avenue
Chicago, IL 60637
United States

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