Fluent Processing Amplifies Affective Judgments

Abstract

Abstract: The importance of processing fluency in evaluative judgments has been repeatedly demonstrated across many domains such as liking, beauty, and truth. However, a clear picture of the nature of processing fluency has yet to emerge. Fluent processing has been suggested to form evaluative judgments in a hedonic nature, in which existing judgmental tendencies always shift in a positive direction. Alternatively, fluency has been proposed to amplify evaluative judgments bidirectionally. However, uncertainty remains regarding the influence of processing fluency on pre-existing judgmental tendencies. Specifically, the extent to which the effect of stimuli belonging to specific categories varies within an individual remains unclear. This study assessed the influence of fluent processing on two specific categories (cats/spiders) using a visual search task. Fluency was manipulated by the set size of the stimuli and presentation duration. Fluency intensified pre-existing judgmental tendencies in two divergent directions: The initially favored stimuli were liked more, while the initially unfavored ones were liked less when the processing of stimuli was fluent. There was a significant correlation between favored and unfavored stimuli in terms of the magnitude of the effect, and such effect was influenced by visual attention, suggesting that processing fluency goes beyond a hedonic and unidimensional nature.