The effects of easy and difficult business relationship evaluations on purchase intentions

Originality/value--The results demonstrate that fluency (perceived ease or difficulty) depends on the valence of the evaluations, directly affecting (positive valence) or indirectly affecting (negative valence) subsequent decisions. We also present a new, faster, and more practical way to manipulate...

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Bibliographic Details
Published in:Revista brasileira de gestão de negócios 2020-10, Vol.22 (4), p.854-854-875
Main Authors: Viacava, Juan Jose Camou, de Paula Baptista, Paulo
Format: Article
Language:English
Subjects:
Bias
Confidence
Consumer behavior
Consumers
Customer satisfaction
Decision making
fluency
Heuristic
Information processing
MANAGEMENT
Perceptions
purchase intention
valence
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Description
Summary:Originality/value--The results demonstrate that fluency (perceived ease or difficulty) depends on the valence of the evaluations, directly affecting (positive valence) or indirectly affecting (negative valence) subsequent decisions. We also present a new, faster, and more practical way to manipulate fluency. Furthermore, we raise some ethical questions as these effects result in biased decisions.
ISSN:1806-4892
1983-0807
1983-0807
DOI:10.7819/rbgn.v22i4.4082