Consumers value difficult decisions over easy choices

(Rensselaer Polytechnic Institute) In a paper co-authored by Gaurav Jain, an assistant professor of marketing in the Lally School of Management at Rensselaer, researchers found that disfluency, or the difficulty for an individual to process a message, increases people's attitudes toward that message after a time delay.
Source: EurekAlert! - Social and Behavioral Science - Category: International Medicine & Public Health Source Type: news