Disfluency Increases Reliance on Heuristic Cues in Consumer Choice

"Disfluency Increases Reliance on Heuristic Cues in Consumer Choice," by Shahryar Mohsenin and Kurt Munz. Invited for revision & resubmission at the Journal of Consumer Research.

This research shows that when information is difficult to process (or disfluent), consumers tend to simplify their decision-making process by using mental shortcuts (or heuristics) instead of carefully processing all available information. In other words, they rely more heavily on factors like brand, country of origin, customer review ratings, or recommendations. This tendency is especially strong when under time-pressure and when a heuristic cue appears credible. The findings challenge previous research on disfluency and dual processing modes and add to our understanding of brands and recommendations.