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Adding short description: "Ease with which the brain processes information" |
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Later research observed that high perceptual fluency increases the experience of [[positive affect]].<ref name=Reber1998/> Research with [[psychophysiological]] methods corroborated this positive effect on affective experience: easy-to-perceive stimuli were not only judged more positively but increased activation in the [[zygomaticus major muscle]], the so-called "smiling muscle".<ref name=Winkielman2001/> The notion that processing fluency is inherently positive led to the [[processing fluency theory of aesthetic pleasure]],<ref name=Reber2004/> and it has been used to explain people's negative reactions towards migrants, who appear to be more difficult to process than non-migrants.<ref name=Rubin2010/>
Research relating to processing fluency and product design has shown that when the form of a product is highly unusual, it becomes difficult to process and is viewed less favourably than fluent counterparts.<ref name=":2">{{Cite journal|last=Bloch|first=Peter H.|date=1995|title=Seeking the Ideal Form: Product Design and Consumer Response|journal=Journal of Marketing|volume=59|issue=3|pages=16–29|doi=10.2307/1252116|jstor=1252116|issn=0022-2429}}</ref> There is significant evidence that when consumers are presented with multiple choices, they will view objects more positively and more aesthetically pleasing when surrounded by congruent imagery.<ref>{{Cite journal|last1=Reber|first1=Rolf|last2=Schwarz|first2=Norbert|date=1999-09-01|title=Effects of Perceptual Fluency on Judgments of Truth|url=http://www.sciencedirect.com/science/article/pii/S1053810099903860|journal=Consciousness and Cognition|language=en|volume=8|issue=3|pages=338–342|doi=10.1006/ccog.1999.0386|pmid=10487787|s2cid=2626302|issn=1053-8100|url-access=subscription}}</ref> While consumers enjoy a moderate source of incongruity, too much disorder and unfamiliarity lead to feelings of being overwhelmed.<ref name=":2" /> Fluent product design has shown to encourage consumers to engage in approach activities such as touching and spending extended time viewing the product. <ref name=":2" />
Other studies have shown that when presenting people with a factual statement, manipulations that make the statement easier to mentally process—even totally nonsubstantive changes like writing it in a cleaner [[font]] or making it [[rhyme]] or simply repeating it—can alter judgment of the truth of the statement, along with evaluation of the [[intelligence]] of the statement's author.<ref name=Bennett2010/> This is called the "[[illusory truth effect|illusion of truth]] effect". Multiple studies have found that subjects were more likely to judge easy-to-read statements as true.<ref name=Reber1999/><ref name=Newman2012/><ref name=Waldman2014/> This means that perceived beauty and judged truth have a common underlying experience, namely processing fluency. Indeed, experiments showed that [[beauty]] is used as an indication for the correctness of mathematical solutions. This supports the idea that beauty is intuitively seen as truth.<ref name=Reber2008/> Processing fluency may be one of the foundations of [[Intuition (knowledge)|intuition]]<ref name=Topolinski2009/> and the [[Eureka effect|"Aha!" experience]].<ref name=Topolinski2010/><ref name="Wray2011"/>
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