Measuring Processing Fluency: One versus Five Items

While there is an ample amount of consumer behavior research that recruits processing fluency as an explanatory construct, the question how to best measure the fluency experience has received little attention. Therefore, there is a lack of consistency in measuring the construct, particularly with regard to the use of single-item versus multi-item measures. The current research, thus, aims to investigate how processing fluency can be consistently measured across different experimental fluency manipulations and which type of measure has the highest validity. Based on classic scale development procedures, we propose a reliable and valid multi-item measure and compare this measure against a single-item measure in terms of predictive validity. We show that both measures mediate the effect of five established fluency manipulations and that the single-item measure is sufficient. In addition to providing a measure for future research that can be adapted to different empirical settings, we provide empirical evidence on the replicability of fluency effects and on the theoretical conjecture that people have a uniform fluency experience across different manipulations of fluency.