Abstract: From on the perspective of information attributes, this paper studies the impact of information fluency on consumers’ brand crisis evaluations. The results of the empirical study show that as for the two kinds of information fluency, i.e., information processing fluency and information retrieval fluency, information fluency has a positive impact on consumers’ brand crisis evaluations. Consumers’ perceived responsibility of the enterprise in the crisis can play a role of mediation during the process, while the holistic-analytic thinking can play a role of regulation. To be specifically, as for the consumers of the analytic cognitive style, information fluency has positive effects on consumers’ brand crisis evaluations; while for the consumers with of the holistic cognitive style, information fluency has no significant effects on consumers’ brand crisis evaluations.

Key words: information fluency; brand crisis; holistic-analytic thinking