Processing fluency scale development for consumer research

摘要

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research. Despite its prevalence, however, its measurement has been inconsistent. The present research addresses this methodological gap in literature by developing and testing a scale for assessing the subjective experience of processing fluency. This scale demonstrates strong evidence of convergent and discriminant validity, reliability, and nomological validity across different processing fluency manipulations and marketing contexts. Use of this scale will allow marketing practitioners and academicians to consistently measure a psychological state that is known to have ubiquitous effects on downstream consumer outcomes including trust, attitude, and choice. Researchers can administer this four-item scale by having participants indicate their agreement (1 =  strongly disagree , 7 =  strongly agree ) on whether a given marketing communication (e.g., ad copy) is (a) difficult to process, (b) difficult to read, (c) takes a long time to process, and (d) difficult to understand.