Processing fluency: Difference between revisions

Revision as of 02:08, 28 December 2013

Revision as of 22:27, 7 July 2014

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As high processing fluency indicates that the interaction of a person with the environment goes smoothly,<ref>Winkielman, P., Schwarz, N., Fazendeiro, T., & Reber, R. (2003). The hedonic marking of processing fluency: Implications for evaluative judgment. In J. Musch & K.C. Klauer (Eds.), ''The Psychology of Evaluation: Affective Processes in Cognition and Emotion''. (pp. 189–217). Mahwah, NJ: Lawrence Erlbaum.</ref> a person does not need to pay particular attention to the environment. By contrast, low processing fluency means that there are problems in the interaction with the environment which requires more attention and an analytical processing style to solve the problem. Indeed, people process information more shallowly when processing fluency is high and employ an analytical thinking style when processing fluency is low.<ref>Alter, A., [[Daniel M. Oppenheimer|Oppenheimer, D.M.]], Epley, N., & Eyre, R. (2007). Overcoming intuition: Metacognitive difficulty activates analytical thought. ''Journal of Experimental Psychology: General'', ''136'', 569–576.</ref><ref>Song, H., & Schwarz, N. (2008). Fluency and the detection of misleading questions: Low processing fluency attenuates the Moses illusion. ''Social Cognition'', ''26'', 791–799.</ref>

Basic research on processing fluency has been applied to marketing<ref>Schwarz, N. (2004) Meta-cognitive experiences in consumer judgment and decision making. ''Journal of Consumer Psychology'', ''14'', 332–348.</ref> to business names <ref>Brandroot. (2013) Processing Fluency and Its Role in Your Business Name [http://www.brandroot.com/resources/item/24-processing-fluency-and-its-role-in-your-business-name Brandroot's take on Processing Fluency as applied to naming a business]</ref> and to finance. For example, [[psychologists]] have determined that [[capital stock|stocks]] perform better during the week following their [[Initial Public Offering|IPO]] when their names are fluent/easy to pronounce and when their [[ticker symbols]] are pronounceable (e.g., KAG) vs. unpronounceable (e.g., KGH).<ref>{{Citation |last=Alter |first=A.L. |last2=Oppenheimer |first2=D.M. |title=Predicting short-term stock fluctuations by using processing fluency |pages=4 |date=May 2, 2006 |url=http://pages.stern.nyu.edu/~aalter/PNAS.pdf}}</ref> Another recent experiment demonstrated that the long-known effect of illegible handwriting in an essay on grading is mediated by a lack of processing fluency (and not, for example, negative stereotypes related to illegible writing).<ref>Greifeneder, R., Alt, A., Bottenberg, K., Seele, T., Zelt, S., & Wagener, D. (2010). On writing legibly: Processing fluency systematically biases evaluations of handwritten material. ''Social Psychological and Personality Science'', ''1'', 230–237.</ref>

==References==