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How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention

Martin Storme (ESCE - International Business School, Paris, France)
Nils Myszkowski (Pace University, New York City, New York, United States)
Andres Davila (ESCE - International Business School, Paris, France)
Frank Bournois (ESCP Europe, Paris, France)

Journal of Consumer Marketing

ISSN: 0736-3761

Article publication date: 14 September 2015

3465

Abstract

Purpose

This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude, brand attitude and purchase intentions.

Design/methodology/approach

Two empirical studies were conducted using self-report questionnaires.

Findings

In Study 1 (N = 176), the measure of self-reported subjective processing fluency was pretested. As expected, it was found to be sensitive to visual and semantic features of advertisements and to predict attitudes toward an advertisement. In Study 2 (N = 204), mediation analyses showed that self-reported subjective processing fluency was a predictor of attitude toward the advertisement (through attention and processing depth), attitude toward the brand (through processing depth) and purchase intentions (through processing depth).

Research limitations/implications

The results emphasize the role of cognitive processing in explaining the effect of processing fluency on attitudes in marketing research.

Practical implications

Practitioners could use this theoretical framework and take into account the fluency with which consumers process information to improve the way they advertise their products.

Originality/value

The results suggest that self-reported subjective processing fluency can be relevant to predicting consumers’ attitudes because it increases attention and processing depth of the advertisement.

Keywords

Citation

Storme, M., Myszkowski, N., Davila, A. and Bournois, F. (2015), "How subjective processing fluency predicts attitudes toward visual advertisements and purchase intention", Journal of Consumer Marketing, Vol. 32 No. 6, pp. 432-440. https://doi.org/10.1108/JCM-10-2014-1187

Publisher

:

Emerald Group Publishing Limited

Copyright © 2015, Emerald Group Publishing Limited

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