Disfluency Activates Heuristic Reasoning

Mohsenin, Shahryar and Kurt P. Munz (2022), "Disfluency Activates Heuristic Reasoning," Paper presented at the 8th Mediterranean Symposium for Consumer Behavior Research Conference Madrid.

  Best Student Presentation

Contrary to previous findings on the association between disfluency and information processing, three preregistered studies demonstrate that disfluency causes consumers to simplify difficult-seeming decisions by using heuristics. The results demonstrate that disfluency leads to a greater reliance on “heuristic” reasoning where consumers utilize information such as a brand name or a recommendation to make their choice. This tendency to rely on heuristic information in the face of disfluency is more pronounced among decision-makers high in Need for Cognition.