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Contrast and Assimilation Effects of Processing Fluency

Author

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  • Hao Shen
  • Yuwei Jiang
  • Rashmi Adaval

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. (c) 2009 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Hao Shen & Yuwei Jiang & Rashmi Adaval, 2010. "Contrast and Assimilation Effects of Processing Fluency," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(5), pages 876-889, February.
    • Handle: RePEc:oup:jconrs:v:36:y:2010:i:5:p:876-889
    DOI: 10.1086/612425
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    Cited by:

    1. Xiaoyu Wang & Hean Tat Keh & Hongrui Zhao & Yijie Ai, 2020. "Touch vs. click: how computer interfaces polarize consumers’ evaluations," Marketing Letters, Springer, vol. 31(2), pages 265-277, September.
    2. Shan, Juan & Lu, Hebo & Cui, Annie Peng, 2022. "1 + 1 > 2? Is co-branding an effective way to improve brand masstige?," Journal of Business Research, Elsevier, vol. 144(C), pages 556-571.
    3. Diego Bellini & Serena Cubico & Piermatteo Ardolino & Marino Bonaiuto & Maria Lidia Mascia & Barbara Barbieri, 2022. "Understanding and Exploring the Concept of Fear, in the Work Context and Its Role in Improving Safety Performance and Reducing Well-Being in a Steady Job Insecurity Period," Sustainability, MDPI, vol. 14(21), pages 1-19, October.
    4. John A. Narcum & Joshua T. Coleman, 2015. "You can`t fool me! Or can you? Assimilation and contrast effects on consumers` evaluations of product authenticity in the online environment," Journal of Asian Business Strategy, Asian Economic and Social Society, vol. 5(9), pages 200-207, September.
    5. Scott Motyka & Rajneesh Suri & Dhruv Grewal & Chiranjeev Kohli, 2016. "Disfluent vs. fluent price offers: paradoxical role of processing disfluency," Journal of the Academy of Marketing Science, Springer, vol. 44(5), pages 627-638, September.
    6. Hung, Hui-Hsi & Cheng, Yin-Hui & Chuang, Shih-Chieh & Yu, Annie Pei-I & Lin, Yu-Ting, 2021. "Consistent price endings increase consumers perceptions of cheapness," Journal of Retailing and Consumer Services, Elsevier, vol. 61(C).
    7. Yael Steinhart, 2012. "All that glitters is not gold: The dual effect of activation technique in advertising," Marketing Letters, Springer, vol. 23(1), pages 195-208, March.
    8. Dogerlioglu-Demir, Kivilcim & Tansuhaj, Patriya & Cote, Joseph & Akpinar, Ezgi, 2017. "Value integration effects on evaluations of retro brands," Journal of Business Research, Elsevier, vol. 77(C), pages 124-130.

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