Disfluent vs. fluent price offers: paradoxical role of processing disfluency

Scott Motyka, Rajneesh Suri, Dhruv Grewal, Chiranjeev Kohli

Research output: Contribution to journalArticlepeer-review

28 Citations (SciVal)


Conventional wisdom and prior research on processing fluency suggest that consumers prefer fluent information, such that it has positive effects on their purchase decisions. Challenging this conventional wisdom, and on the basis of recent research on processing disfluency, this study proposes that the increased effort required to process disfluent price information can lead to deeper information processing. If the advertised price offer represents a good value, it can enhance purchase decisions, even if customers prefer the disfluent display less. A series of studies in the field and lab demonstrate support for this positive impact of disfluent price information on purchase decisions.

Original languageEnglish
Pages (from-to)627-638
Number of pages12
JournalJournal of the Academy of Marketing Science
Issue number5
Early online date12 Aug 2015
Publication statusPublished - 30 Sept 2016


  • Decision making
  • Disfluency
  • Fluency
  • Price perception

ASJC Scopus subject areas

  • Business and International Management
  • Economics and Econometrics
  • Marketing


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