Janiszewski, Chris; Kuo, Andrew; Tavassoli, Nader T. - In: Journal of Consumer Research 39 (2013) 6, pp. 1258-1258
A fundamental assumption of choice models is that products are valued for the benefits they provide. The only non-benefit-based source of preference is the processing fluency (e.g., ease of perceiving, encoding, comprehending, or retrieving information) that results from prior exposure to the...