Making Products Feel Special: When Metacognitive Difficulty Enhances Evaluation
研究发现，元认知困难对产品评价的影响取决于消费场景：日常用品中降低吸引力，而特殊场合产品中因凸显独特性反而提升吸引力。
More than 200 studies suggest that metacognitive difficulty reduces the liking of an object. In contrast to those findings, the authors demonstrate that the effects of metacognitive experiences on evaluation are sensitive to the consumption domain. In the domain of everyday goods, metacognitive difficulty reduces the attractiveness of a product by making it appear unfamiliar. However, in the context of special-occasion products, for which consumers value exclusivity, metacognitive difficulty increases the attractiveness of a product by making it appear unique or uncommon. The authors reconcile their findings with prior research by positing that the effect of metacognitive experiences on evaluation depends on the naive theory people associate with product consumption. Four studies demonstrate the proposed effect and test for the role of lay theories in the interpretation of metacognitive experiences. The authors conclude with a discussion of theoretical and marketing implications.