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Title: The sources and consequences of the fluent processing of numbers
Authors: King, D. 
Janiszewski, C.
Keywords: Advertising
Consumer behavior
Processing fluency
Issue Date: 2011
Source: King, D.,Janiszewski, C. (2011). The sources and consequences of the fluent processing of numbers. Journal of Marketing Research 48 (2) : 327-341. ScholarBank@NUS Repository.
Abstract: Consumers often like fluently processed stimuli. The authors find that one source of fluency for numerical stimuli is the generation of a number through common addition (e.g., 1 + 1 through 10 + 10) and common multiplication (2×2 through 10 × 10) problems (Study 1). Common addition and multiplication problems (arithmetic), or their operands, can be used to prime a number and increase its fluency (Study 3). The benefits of arithmetic and operand primes are limited to single primes (i.e., more primes are not necessarily better) (Study 5). Number fluency is relevant to creating numeric brand names (Study 2), enhancing the liking of numeric brand names through advertising (Study 4), and executing price promotions (Study 6). © 2011, American Marketing Association.
Source Title: Journal of Marketing Research
ISSN: 00222437
DOI: 10.1509/jmkr.48.2.327
Appears in Collections:Staff Publications

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