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Fluency and familiarity have been shown to lead to the mere exposure effect. Research has found that repetition of a stimulus can lead to fluent processing which leads to a feeling of liking.<ref>{{Cite journal|last=Newell|first=Ben R.|last2=Shanks|first2=David R.|date=2007-01-01|title=Recognising what you like: Examining the relation between the mere-exposure effect and recognition|journal=European Journal of Cognitive Psychology|volume=19|issue=1|pages=103–118|doi=10.1080/09541440500487454|issn=0954-1446}}</ref> In this experiment, participants were presented with unfamiliar faces either three or nine times. After presentation, pairs of faces were shown to participants, each consisting of an old and new face. Results showed that participants gave higher rates of liking to the repeated faces. The mere exposure effect is eliminated if fluent processing is disrupted. Topolinski et al., (2014)<ref name=":0">{{Cite journal|last=Topolinski|first=Sascha|last2=Lindner|first2=Sandy|last3=Freudenberg|first3=Anna|date=2014-04-01|title=Popcorn in the cinema: Oral interference sabotages advertising effects|url= |journal=Journal of Consumer Psychology|series=Sensory perception, embodiment, and grounded cognition: Implications for consumer behavior|volume=24|issue=2|pages=169–176|doi=10.1016/j.jcps.2013.09.008}}</ref> explained that the fluency created by pronunciation plays a vital role in increasing fondness for a stimulus. In the experiment,<ref name=":0" /> participants were shown unfamiliar adverts in a cinema. The control group watched the adverts with a sugar cube in their mouth. Therefore, there was no interference in pronunciation in the control group. The experimental group watched the adverts whilst eating popcorn, which meant there was oral interference. One week later, participants rated their liking of products. In the control group, the mere exposure effect was observed, where old products had higher ratings than new products. In the experimental group, the mere exposure effect was abolished by interfering with fluency of pronunciation during presentation of stimulus.
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|url=http://www.jstor.org/stable/1252116|journal=Journal of Marketing|volume=59|issue=3|pages=16–29|doi=10.2307/1252116|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|last=Reber|first=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|issn=1053-8100}}</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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