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EMAC 2024 Annual


Distilling Robust Processing Fluency Manipulations: A Direct and Conceptual Replication Approach
(A2024-119797)

Published: May 28, 2024

AUTHORS

Lennart Kehl, Goethe University Frankfurt; Jan Landwehr, Goethe University Frankfurt

ABSTRACT

Despite the prevalent use of various instantiations of processing fluency manipulations in marketing research, a clear theoretical classification of the different empirical operationalizations of processing fluency is missing in the literature. This article aims to address this gap by leveraging an existing categorization framework proposed by Kehl & Landwehr (2023). More specifically, we outline a series of direct and conceptual replication studies designed to clarify whether and how specific manipulations of processing fluency work. Additionally, we provide a step-by-step guideline for future research clarifying which operationalizations of processing fluency are based on a common theoretical basis such that they are likely to unfold similar effects. We intend to empower fluency researchers to navigate the intricate landscape of processing fluency phenomena in the dynamic field of marketing and to design more coherent empirical studies on processing fluency phenomena.