Mindset interacts with subjective knowledge but not fluency when affecting preferential judgment

Abstract

Fluency can influence various judgments. When processing fluent information, people think more intuitively than when processing disfluent information. Recent research showed that mindset (abstract vs. concrete) would moderate fluency effects on consumers’ preference. Other research suggested that subjective knowledge (e.g. estimated price) could influence product judgment. In this work, we manipulated mindset (abstract vs. concrete) and the fluency of an advertisement of chocolates (easy vs. hard), tested subjective knowledge of price (high vs. low), and examined the effects of these factors on preference, measured by how much they liked the chocolates (liking), how desirable the chocolates were (desirability), and how much they wanted to eat the chocolates (wanting). We found direct effects of fluency and price, but not mindset, on preference. However, mindset interacted with price to affect liking and wanting. We conclude by discussing why mindset interacts with subjective knowledge, but not fluency, when affecting preferential judgment.


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