How Perceptual Disfluency Affects Consumer Choices
研究发现，营销材料中的感知不流畅性会让消费者误以为是选择困难，从而更依赖直觉信息（如熟悉品牌）而非理性分析（如产品规格），该效应在消费者认为“快速即准确”时更强。
Abstract Marketing materials often create difficulties for consumers through elements like unconventional fonts or distracting background images, leading to perceptual disfluency—a sense of difficulty encoding information. During choices, consumers can mistake perceptual disfluency for choice difficulty, a feeling of indecision. Building on this idea, 11 preregistered experiments (N = 9,042) show that when making choices, perceptual disfluency can lead consumers to rely on information that feels more intuitively appealing to them, such as a familiar brand, a preferred country of origin, or a recommendation, rather than on information they must carefully consider like numerical product specifications. Differing from the effect of perceptual disfluency in other situations, during choices, this effect occurs because consumers process information less deeply, engaging in relatively more intuitive and less analytical processing. This effect is amplified when consumers endorse a “fast-is-accurate” lay theory. In contrast, it does not occur when consumers do not mistake perceptual disfluency for choice difficulty, as when prompted to consider the actual reason for the disfluency, or when not making a choice.