If it is hard to understand, is it hard to be hooked? A meta-analysis of processing fluency and transportation

This study examines the connection between processing fluency–how easily information is processed and understood, and transportation–how deeply someone becomes immersed in a narrative, unconsciously accepting its depicted reality. Additionally, it explores the potential moderating influences of medium and persuasion knowledge. By conducting a comprehensive meta-analysis that combines and analyzes data from 33 effect sizes, the study reveals a positive association between processing fluency and transportation. The findings shed light on the varying effects of transportation across different mediums, suggesting that only text and text with image, not video, through which information is presented can influence the level of transportation experienced by individuals. On the other hand, the results indicate that persuasion knowledge does not play an active role in the psychological process underlying the relationship between processing fluency and transportation. The study also discusses the theoretical and managerial implications with future research recommendations. © 2024 Advertising Association.