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Everything's Relative? Relative Differences in Processing Fluency and the Effects on Liking.

Michael Forster1, Gernot Gerger1, Helmut Leder1

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Summary
This summary is machine-generated.

Processing fluency enhances liking, but only when stimuli are compared relatively. Feelings of fluency itself do not depend on the comparison type, suggesting relative differences are key for aesthetic judgments.

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Area of Science:

  • Cognitive Psychology
  • Aesthetics
  • Perception

Background:

  • Processing fluency, or ease-of-processing, is linked to increased liking.
  • The origin of processing fluency (relative vs. internal comparison) remains unclear.

Purpose of the Study:

  • To investigate whether processing fluency arises from relative comparisons among stimuli or an internal standard.
  • To determine the role of relative differences in fluency on aesthetic judgments.

Main Methods:

  • Two experiments manipulated ease-of-processing (visual clarity) within- or between-participants.
  • 97 participants viewed line drawings and rated felt fluency, liking, and certainty.
  • Data analyzed to compare effects of within- vs. between-participant manipulations.

Main Results:

  • Visual clarity affected felt fluency and certainty irrespective of manipulation type (within/between-participants).
  • Liking ratings were significantly higher only when ease-of-processing was manipulated within-participants.
  • Fluency feelings are independent of reference type, but liking depends on relative fluency differences.

Conclusions:

  • Aesthetic liking is driven by relative comparisons of processing fluency, not absolute fluency.
  • Feelings of fluency are robust to the comparison context, but judgments of liking are not.