Why Experiential Feelings Should be Measured Consistently: The Case of Processing Fluency
Open guest lecture by Dr. Laura Graf, Department of Marketing, University of Frankfurt
Photo: University of Frankfurt
About the lecture
Processing fluency has been used to explain a wide range of highly diverse phenomena in psychology and consumer behavior research. Despite the relevance of the construct, though, there is no consistent way of measuring the experience of processing fluency. This raises questions regarding whether the effects that have been labelled as fluency effects are actually driven by fluency and whether there is really a uniform experience of fluency. To address these questions, Study 1 validates two generic measures for capturing fluency, while Studies 2 and 3 test whether the effects of different fluency source manipulations are consistently mediated by a uniform fluency experience. The results show that people have the same experience from different fluency source manipulations and that this uniform experience mediates the effects of highly diverse phenomena. In addition, this research provides a generic measure of fluency that can be used in future research.