流畅性对忽略效果的影响1 Introduction - 台湾行销科学学会.PDF

129 138 流暢性對忽略效果的影響 The Influence of Fluency on Omission Effect Wen-Goang Yang Abstract Wei-Ting Hsu Despite extensive research of omission effect focusing on the influ- ence of information processing and motivation, the importance of the role of fluency on omission effect remains unclear. Studies 1 and 2 demon- strate that consumers with high retrieval and processing fluency are more likely to take inaction (omission effect). By contrast, consumers with low retrieval and processing fluency are more likely to take action (commis- sion effect). Besides, Studies 1 and 2 further demonstrate the mediating 凃 Yu-Cheng Tu role of the incidental affect induced by fluency in the theoretical link be- tween fluency and omission effect. Keywords processing fluency, retrieval fluency, omission effect, incidental affect 1.Introduction Research er s have emphasized th e imp ortance of in formation Chia-Jung Chang processing and motivation on omission bias, which is a tendency for consumers to avoid action (take inaction) and is traditionally attributed to loss aversion (Yen Chuang, 2008) and regret aversion (Chernev, 2004). However, no study to date has examined how fluency, which 129 Taiwan Journal of Marketing Science Vol. 9, No. 2, pp.129138 TJMS plays