Perceptual Fluency, Attitudes and Choice: Special Session: The Role of Metacognition in Consumers’ Judgments

• Main Authors: Mitchell, Andrew A., Chung, Seh-Woong
• Format: text
• Language: English
• Published: Institutional Knowledge at Singapore Management University 2006
• Subjects: Marketing
• Online Access: https://ink.library.smu.edu.sg/lkcsb_research/35; https://ink.library.smu.edu.sg/context/lkcsb_research/article/1034/viewcontent/ChungSehWACR34p30.pdf
• Institution: Singapore Management University

In a series of studies we examine the relationship between perceptual fluency, attitudes and their accessibility and choice from a limited set of brands. We hypothesize that under these conditions, brand choice is a two-stage process. The first stage is a recognition stage where certain brands will "stand out" in the environment. The second stage is a choice stage, where consumers use information about the brands, which is stored in memory to make a choice.