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Self-generated cognitive fluency as an alternative route to preference formation.

Merryn D Constable1, Andrew P Bayliss, Steven P Tipper

  • 1School of Psychology, University of Queensland, Australia. m.constable@uq.edu.au

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Processing fluency influences preference, but preference does not always drive fluency. This study shows that how easily people process information impacts their preferences, especially when preference is assessed after the processing task.

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Area of Science:

  • Cognitive Psychology
  • Information Processing

Background:

  • People generally prefer information that is processed fluently.
  • Previous studies often pre-selected stimuli for fluency, limiting understanding of on-line processing effects.

Purpose of the Study:

  • To investigate how individual processing fluency influences preference formation.
  • To examine the reciprocal relationship between processing fluency and preference.

Main Methods:

  • Participants completed a visual search task before or after indicating preferred images (Kandinsky paintings or coffee mugs).
  • Processing fluency was measured by search task performance (facilitated search times).

Main Results:

  • Preferred stimuli were associated with fluent processing, indicated by faster search times.
  • This effect was significant only when preferences were stated after the visual search task.
  • Preference stated prior to the visual search task did not influence processing fluency.

Conclusions:

  • Idiosyncratic on-line processing fluency significantly contributes to preference formation.
  • Initial preference judgments do not necessarily dictate subsequent processing fluency.