The influence of context and fluency

Simonson et al. propose a framework that emphasizes the roles of context and fluency in perception and choice. The importance of context has been emphasized throughout a very long tradition of research, and fluency has been a more recent and active topic of investigation. Simonson et al. combine them in a way that should organize a multitude of studies and make new predictions possible. However I suggest two portions of their framework that might be pruned without jeopardizing the value of their model: their motion of “latitude of acceptance” and the System1/System 2 distinction.