I like those glasses on you, but not in the mirror: Fluency, preference, and virtual mirrors

H. Cho, Norbert Schwarz

Research output: Contribution to journalArticlepeer-review

38 Scopus citations

Abstract

Consumers like the same accessories (eye glasses and earrings) more, and are more likely to recommend a purchase, when the accessories are displayed on a familiar other's regular image rather than mirror image. However, image format does not affect consumers' judgments when the other person is unfamiliar. These findings reflect differences in consumers' natural exposure history: we see others more often face-to-face than in the mirror, giving their regular image a fluency advantage; this advantage does not apply to unfamiliar others, whose image is disfluent in either presentation format. Theoretical and applied implications are discussed.

Original languageEnglish
Pages (from-to)471-475
Number of pages5
JournalJournal of Consumer Psychology
Volume20
Issue number4
DOIs
StatePublished - Oct 2010

Keywords

  • Fluency
  • Virtual mirror

Fingerprint

Dive into the research topics of 'I like those glasses on you, but not in the mirror: Fluency, preference, and virtual mirrors'. Together they form a unique fingerprint.

Cite this