Processing fluency scale development for consumer research

Alena Kostyk, James M. Leonhardt, and Mihai Niculescu

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research.

Introduction

In addition to the thoughts and ideas marketing communications (e.g., ad copy) may engender, merely the experience of processing these communications has been shown to affect consumer judgment (for a review, see Alter & Oppenheimer, 2009). Processing fluency or the subjective experience of ease resulting from the act of information processing exists along a continuum ranging from effortless to highly effortful. Easily processed information leads consumers to experience high processing fluency, which is often felt as positive affect, and can affect downstream consumer outcomes such as attitude, trust, and choice (Brinol, Petty, & Tormala, 2006; Kostyk, Niculescu, & Leonhardt,...

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