...Sudipta Mukherjee Purpose This research aims to study whether consumers differ in their attitudes toward equivalent prices that include vs exclude taxes and fees. In addition, this research will study whether computation ease-based processing fluency and perceived price fairness mediate...

...Martin Storme; Nils Myszkowski; Andres Davila; Frank Bournois Purpose – This paper aims to investigate the role of attention, processing motivation and processing depth in the relationship between self-reported subjective processing fluency and relevant advertisement variables such as ad attitude...

... ethnic identifying Hispanics used the peripheral route (processing fluency) to a higher extent compared to Whites who used the central route (comprehension) to process ads. Design/methodology/approach – In this study, 310 undergraduate students of a Southwestern university were randomly assigned...