Designing persuasive health materials using processing fluency: a literature review <s> Retrieval fluency <s> The effects of imagined versus actual ease of self-generating product-related information were investigated. An ad invited recipients to name either one reason or 10 reasons for (against) choosing a BMW over a Mercedes. Participants who complied with the task experienced the retrieval of one reason as easier than the retrieval of 10 reasons. Participants who did not comply nevertheless imagined the former as easier than the latter. Independent of whether ease was actually experienced or merely imagined, participants evaluated BMW more (less) favorably and Mercedes less (more) favorably when the retrieval was easy rather than difficult. <s> BIB001 </s> Designing persuasive health materials using processing fluency: a literature review <s> Retrieval fluency <s> Despite extensive pricing research focusing on price information processing, the importance of the role of fluency on price-perceived quality and monetary sacrifice remains unclear. Studies 1 and 2 demonstrate that consumers with high retrieval and processing fluency are more likely to evaluate price according to its implications for perceived quality and less likely to focus on price-perceived monetary sacrifice. By contrast, consumers with low retrieval and processing fluency are more likely to evaluate price according to its implications for monetary sacrifice and less likely to focus on price-perceived quality. Besides, study 2 further demonstrates the influence of fluency on purchase intention. Finally, the mediating role of the incidental affect induced by fluency in the theoretical link between fluency and price perceptions is also demonstrated. <s> BIB002
The subjective ease with which individuals recall information or retrieve arguments relevant to a message is termed retrieval fluency  . Although the assumption of retrieval fluency has enjoyed great popularity since Tversky and Kahneman  introduced availability heuristic, it was not adequately tested before the 1990s  . Rothman and Schwarz  asked participants to recall either three or eight behaviors that could increase or decrease their risk for heart disease. Although recalling three risk factors was relatively easy, recalling eight risk factors was difficult. Participants without a family history of heart disease reported lower vulnerability after recalling eight rather than three risk-increasing behaviors and higher vulnerability after recalling eight rather than three riskdecreasing behaviors. They presumably used a heuristic judgment strategy that relied on the ease of recall: if it is easy (difficult) to recall, it is likely (unlikely) to occur. In a similar vein, information that is easy to retrieve has been demonstrated to increase the favorable evaluation of a product BIB002 BIB001 as well as the persuasiveness of an argument  .