Processing fluency: Difference between revisions

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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|url=http://www.jstor.org/stable/1252116|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|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|pmid=10487787|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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{{Reflist|32em|refs=

<ref name=Alter2006>{{cite journal|last=Alter |first=A.L. |last2=Oppenheimer |first2=D.M. |title=Predicting short-term stock fluctuations by using processing fluency |journal=Proceedings of the National Academy of Sciences |volume=103 |issue=24 |pages=9369–9372 |date=2006 |url=http://pages.stern.nyu.edu/~aalter/PNAS.pdf|doi=10.1073/pnas.0601071103 |pmid=16754871 |pmc=1482615|bibcode=2006PNAS..103.9369A }} {{open access}}</ref>

<ref name=Alter2007>{{cite journal|doi=10.1037/0096-3445.136.4.569|pmid=17999571|title=Overcoming intuition: Metacognitive difficulty activates analytic reasoning|journal=Journal of Experimental Psychology: General|volume=136|issue=4|pages=569–576|year=2007|last1=Alter|first1=Adam L.|last2=Oppenheimer|first2=Daniel M.|last3=Epley|first3=Nicholas|last4=Eyre|first4=Rebecca N.|url=http://pages.stern.nyu.edu/~aalter/intuitive.pdf|url-status=bot: unknown|archiveurl=https://web.archive.org/web/20160602061812/http://pages.stern.nyu.edu/~aalter/intuitive.pdf|archivedate=2016-06-02}}

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<ref name=Winkielman2001>{{cite journal|doi=10.1037/0022-3514.81.6.989|pmid=11761320|title=Mind at ease puts a smile on the face: Psychophysiological evidence that processing facilitation elicits positive affect|journal=Journal of Personality and Social Psychology|volume=81|issue=6|pages=989–1000|year=2001|last1=Winkielman|first1=Piotr|last2=Cacioppo|first2=John T.}}</ref>

<ref name="Winkielman2003">{{cite book|editor1-last=Musch|editor1-first=Jochen|editor2-last=Klauer|editor2-first=Karl C.|title=The Psychology of Evaluation: Affective Processes in Cognition and Emotion|date=2003|publisher=Lawrence Erlbaum Associates Publishers|___location=Mahwah, NJ|isbn=9781135640590|pages=189–217|url=https://books.google.com/?id=t1h6AgAAQBAJ&lpg=PA195&pg=PA195|language=en|chapter=The hedonic marking of processing fluency: Implications for evaluative judgment|last1=Winkielman|first1=P.|last2=Schwarz|first2=N.|last3=Reber|first3=R.|last4=Fazendeiro|first4=T. |chapterarchive-url=https://web.archive.org/web/20160227144950/http://dornsife.usc.edu/assets/sites/780/docs/winkielman_et_al_fluency_hedonic_pri.pdf|archive-date=2016-02-27|chapter-url=http://dornsife.usc.edu/assets/sites/780/docs/winkielman_et_al_fluency_hedonic_pri.pdf}}</ref>

<ref name="Wray2011">{{cite news|last1=Wray|first1=H.|title=Aha! The 23-Across Phenomenon|work=APS Observer|publisher=Association for Psychological Science|url=http://www.psychologicalscience.org/index.php/publications/observer/2011/january-11/aha-the-23-across-phenomenon.html|volume=24|issue=1|date=January 2011|url-status=bot: unknown|archiveurl=https://web.archive.org/web/20160304043438/http://www.psychologicalscience.org/index.php/publications/observer/2011/january-11/aha-the-23-across-phenomenon.html|archivedate=2016-03-04}}</ref>

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==Further reading==

*{{cite book|last1=Winkielman|first1=P.|last2=Huber|first2=D.E.|last3=Kavanagh|first3=L.|last4=Schwarz|first4=N.|chapter=Fluency of consistency: When thoughts fit nicely and flow smoothly|editor1-last=Gawronski|editor1-first=Bertram|editor2-last=Strack|editor2-first=Fritz|title=Cognitive Consistency: A Fundamental Principle in Social Cognition|publisher=Guilford Press|isbn= 9781609189464|date=2012|pages=89–111|url=https://books.google.com/books?id=gfMytVxgOM0C&pg=PA89|language=en |chapterarchive-url=https://web.archive.org/web/20160618094227/http://people.umass.edu/dehuber/winkielman_huber_kavanagh_schwarz.pdf|archive-date=2016-06-18|language=en |chapter-url=http://people.umass.edu/dehuber/winkielman_huber_kavanagh_schwarz.pdf}}

[[Category:Aesthetics]]