TY - JOUR
T1 - I like those glasses on you, but not in the mirror
T2 - Fluency, preference, and virtual mirrors
AU - Cho, H.
AU - Schwarz, Norbert
PY - 2010/10
Y1 - 2010/10
N2 - 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.
AB - 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.
KW - Fluency
KW - Virtual mirror
UR - http://www.scopus.com/inward/record.url?scp=77956618425&partnerID=8YFLogxK
U2 - 10.1016/j.jcps.2010.07.004
DO - 10.1016/j.jcps.2010.07.004
M3 - Article
AN - SCOPUS:77956618425
SN - 1057-7408
VL - 20
SP - 471
EP - 475
JO - Journal of Consumer Psychology
JF - Journal of Consumer Psychology
IS - 4
ER -