There Are Many Reasons to Drive a BMW: Does Imagined Ease of Argument Generation Influence Attitudes?
研究对比了实际与想象中生成产品相关信息的难易程度对态度的影响，发现无论是否实际体验，人们认为容易生成理由时对产品评价更积极。
The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing a BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined, participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult.