Interakcyjny wpływ stanu emocjonalnego decydenta i płynności przetwarzania ceny na preferencję względem produktu
The Impact of Affective State and Price Processing Fluency on Preference Towards the Product

Summary/Abstract: The purpose of this paper is to describe the interaction of emotions and processing fluency in the context of consumer behaviour. Research results indicate that consistency mayoccur between the buyer’s emotional state and the emotional dimension of the product. The compatibility between these variables leads to a more favourable attitude towards the product,while its lack reduces preference. An experiment was conducted to test whether an interaction between the emotional consistency and the price processing fluency occurs. It was assumed that the consistency of emotions and product information has a stronger impact on attitudesin the situation of high processing fluency (caused by the presentation of the round price). Dueto the observations of other researchers showing that the fluency of price processing increases the preferences for the product, it was also expected that the price fluency would be perceivedas more attractive. The results of the experiment confirm the impact of the price processing fluency on its perceived attractiveness. However, it was observed that the interaction between emotions, product presentation and price fluency is ambiguous, and consistency does not always lead to more favourable attitudes.

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