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Perceptual Fluency and Affect. The s tudy of Reber et al. (1998): Several stud ies found effects of repeated stimulus exposure on affective preference ( Kunst-Wilson & Zajonc, 1980 ; Zajonc, 1968).

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Perceptual Fluency and Affect

The study of Reber et al. (1998):

Several studies found effects of repeated stimulus exposure on affective preference (Kunst-Wilson & Zajonc, 1980; Zajonc, 1968).

One theoretical account (Bornstein & D‘Agostino, 1994) claimed that the link between mere exposure and affect is mediated by perceptual fluency:

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Neutral

Neutral

Positive

PerceptualFluency

?

Other Variable (e.g., figure-ground contrast)

Judgmentsof Disliking

Perceptual Fluency and Affect

Repeated Exposureof Stimuli

Judgmentsof Liking

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Two groups:

  • pretty (0 = not at all, 9 = very)

  • ugly (0 = not at all, 9 = very)

Perceptual Fluency and Affect

19 different graytones were shown for one second.The background was white.

?

?

?

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Perceptual fluency is neutral ——> slope positive with bothquestion foci

Perceptual fluency is positive ——> slope positive when question focus positive and negative when question focus negative

pretty

pretty

ugly

Judgment

Judgment

ugly

Contrast

Contrast

Perceptual Fluency and Affect

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Perceptual Fluency and Affect

Judgment

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Perceptual Fluency and Affect

The authors concluded from this and other experiments that perceptual fluency influences affect. This bolsters a perceptual fluency account of the mere exposure effect on affect (Bornstein & D‘Agostino, 1994; Reber & Schwarz, 2001; Whittlesea, 1993).

Winkielman and Cacioppo (2001) could replicate the results by Reber et al. (1998) and found physiological evidence for the fluency  affect-link.

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Perceptual Fluency and Affect

Processing fluency has been found to influence different kinds of judgments:

  • Illusions of familiarity (Jacoby & Whitehouse, 1989; Whittlesea, 1993)

  • Beauty (Reber et al., 2004)

  • Judgment of truth (Reber & Schwarz, 1999)

  • Judgment of accuracy of metaphors (McGlone & Tofighbakhsh, 2000)

  • Hindsight bias (Harley et al., 2004)

  • Judgments of time (Reber et al., 2004; Witherspoon & Allan, 1985)

  • Performance judgments (Benjamin et al., 1998; Kelley & Jacoby, 1996)

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