Please use this identifier to cite or link to this item: http://hdl.handle.net/10397/18539
Title: Contrast and assimilation effects of processing fluency
Authors: Shen, H
Jiang, Y 
Adaval, R
Issue Date: 2010
Publisher: Oxford University Press
Source: Journal of consumer research, 2010, v. 36, no. 5, p. 876-889 How to cite?
Journal: Journal of consumer research 
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.
URI: http://hdl.handle.net/10397/18539
ISSN: 0093-5301
EISSN: 1537-5277
DOI: 10.1086/612425
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