MKT 400 Lecture Notes - Lecture 5: Virtual Reality Headset

• School: Ryerson University
• Department: Marketing
• Course: MKT 400
• Professor: Steven Chuang

Document Summary

Week #5 preference fluency in choice by nathan novemsky, ravi dhar, norbert. The notion of preference fluency is discussed in the article, preference fluency in choice by novemsky, dhar, schwarz, and simonson. This concept is a relevant term that is used when consumers enter the decision making process. Preference fluency is defined to be the ease or difficulty one might face when they make a decision. This means that forming a preference about a product or service can either be clear for the consumer or challenging depending on how the external stimuli are presented. The two consequences the authors discuss are deferrals and compromise when making a decision. Throughout the research studies that have been conducted the author has concluded that factors, which contribute to the increase in difficulty of preference, increase either deferral or compromise. If there is any presence of difficulty in the consumer decision- making process, it can influence the preferences in a decision.