Attraction to Hospitality Companies: How Processing Fluency Moderates Value Fit

Abstract

The purpose of this research study was to investigate how processing fluency moderates the effect of value fit on attraction to hospitality organizations. Specifically, the study found that processing fluency moderates the relationship between value fit and attraction to an organization so that highly fluent advertisements induce higher feelings of attraction to organizations than do advertisements that are not highly fluent. This article extends the reach of the marketing-based processing fluency framework into the study of recruitment, while also suggesting that value fit may not always explain attraction to organizations. Recommendations are given to practitioners regarding how they should present information to job seekers to attract the right quantity and quality of applicants.