Online customer ratings of products and services are commonplace in e‐commerce; however, the format in which these ratings are presented to consumers can vary. Although not anticipated by classical models of decision making, latter models such as prospect theory and feelings‐as‐information theory suggest that the presentation format of online customer ratings could affect subsequent consumer decision making. In the present research, 3 empirical studies test whether online customer ratings' formats differentially affect consumer purchase intentions. The results offer support for feeling‐as‐information theory and suggest that online ratings presented in a mean (vs. distribution) format result in higher purchase intentions as a result of increased processing fluency. Implications for the presentation of online consumer ratings in e‐commerce, based on these findings, are addressed.

Processing fluency or the subjective experience of ease that consumers can experience when processing information is a prominent construct in consumer research. Despite its prevalence, however, its measurement has been inconsistent. The present research addresses this methodological gap in literature by developing and testing a scale for assessing the subjective experience of processing fluency. This scale demonstrates strong evidence of convergent and discriminant validity, reliability, and nomological validity across different processing fluency manipulations and marketing contexts. Use of this scale will allow marketing practitioners and academicians to consistently measure a psychological state that is known to have ubiquitous effects on downstream consumer outcomes including trust, attitude, and choice. Researchers can administer this four-item scale by having participants indicate their agreement (1 =  strongly disagree, 7 =  strongly agree) on whether a given marketing communication (e.g., ad copy) is (a) difficult to process, (b) difficult to read, (c) takes a long time to process, and (d) difficult to understand.

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