The effect of conceptual and perceptual fluency on brand evaluation
Lee and Labroo start from the processing fluency model, in which advertising exposure makes a brand easier to recognise and process and so leads to more favourable attitudes. They extend it from perceptual fluency to conceptual fluency, how readily a target comes to mind. In three experiments, conceptually fluent targets produced more favourable attitudes, both when the target appeared in a predictive context (a beer shown with a man entering a bar) and when it was primed by a related construct (a ketchup after a mayonnaise advertisement). The authors believe positive valence underlies processing fluency effects. Journal of Marketing Research 41(2), 2004.
Lee and Labroo start from the processing fluency model, in which advertising exposure makes a brand easier to recognise and process and so leads to more favourable attitudes. They extend it from perceptual fluency to conceptual fluency, how readily a target comes to mind. In three experiments, conceptually fluent targets produced more favourable attitudes, both when the target appeared in a predictive context (a beer shown with a man entering a bar) and when it was primed by a related construct (a ketchup after a mayonnaise advertisement). The authors believe positive valence underlies processing fluency effects. Journal of Marketing Research 41(2), 2004.
Written from the abstract, OpenAlex record, 2026-11-03.
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doi:10.1509/jmkr.41.2.151.28665. Read at the level of the abstract.