Effects of Perceptual Fluency on Affective Judgments

According to a two-step account of the mere-exposure effect, repeated exposure leads to the subjective feeling of perceptual fluency, which in turn influences liking. If so, perceptual fluency manipulated by means other than repetition should influence liking. In three experiments, effects of perceptual fluency on affective judgments were examined. In Experiment 1, higher perceptual fluency was achieved by presenting a matching rather than nonmatching prime before showing a target picture. Participants judged targets as prettier if preceded by a matching rather than nonmatching prime. In Experiment 2, perceptual fluency was manipulated by figure-ground contrast. Stimuli were judged as more pretty, and less ugly, the higher the contrast. In Experiment 3, perceptual fluency was manipulated by presentation duration. Stimuli shown for a longer duration were liked more, and disliked less. We concluded (a) that perceptual fluency increases liking and (b) that the experience of fluency is affectively positive, and hence attributed to positive but not to negative features, as reflected in a different impact on positive and negative judgments.     

Seeing faces: The role of brand visual processing and social connection in brand liking

This paper investigates how brands—through visuals—can fill a void for consumers experiencing a lack of social connection. Using psychometric measures and mock advertisements with visuals of human faces and non‐faces, Study 1 shows that seeing faces relates to greater brand liking with processing fluency mediating, and individual loneliness and tendency to anthropomorphize moderating the effect. Study 2 replicates findings with other‐race faces corroborating that fluency but not ethnic self‐referencing underlies the effect. Study 3 complements the psychometric measures of Studies 1 and 2 with eye tracking data to demonstrate that fluency correlates with distinct patterns of attention. Study 4 uses actual brand stimuli to show that effects are robust and extend beyond advertisements. Taken together, the findings show that communicating brand names in conjunction with visuals seen by consumers as human faces can increase brand liking.     

Recognising what you like: Examining the relation between the mere-exposure effect and recognition

The perceptual fluency/attributional model of the mere-exposure effect proposed by R. F. Bornstein and P. D'Agostino (1992) predicts that when recognition of a previously presented stimulus is above chance, feelings of fluency associated with that stimulus are discounted and thus the amount of fluency (mis)attributed to liking is reduced. This correction process results in smaller mere-exposure effects for supraliminal stimuli than for “subliminal” stimuli because when recognition is below chance participants are unaware of the source of fluency and they do not engage in correction. We tested this prediction in three experiments by presenting photographs of faces (Experiments 1 and 2) and polygons (Experiment 3) at varying exposure frequencies for 40 ms and 400 ms durations. Contrary to the prediction of the model, a significant mere-exposure effect was only found when recognition performance was at its highest level. Furthermore, across the three experiments liking and recognition were positively correlated.     

Evaluation as a function of correspondence and hedonic relevance

An experiment was conducted to test and refine some of the implications of Jones and Davis' (1965) model of the attribution process in person perception. Subjects read anecdotes about actors who performed either in-role (low correspondence) or out-of-role (high correspondence) behaviors which were positive, negative, or neutral in the subject's estimation (hedonic relevance). Respect and admiration for the actor were influenced by both hedonic relevance and correspondence (did the action reflect an inner attribute?), but liking and friendship were affected by hedonic relevance only. The implications for the evaluation process in person perception were discussed.     

Mimicking disliked others: Effects of a priori liking on the mimicry‐liking link

The sharing of bodily states elicits in mimicker and mimickee corresponding conceptualisations, which facilitates liking. There are many studies showing the relatedness of mimicry and liking. However, the mimicry‐liking link has not been investigated under conditions in which the mimickee is liked or disliked a priori. In two studies, we examined moderating effects of a priori liking on the mimicry‐liking link. Liking was measured via self‐report measures (Studies 1 and 2) and behavioural measures using a virtual environment technology (Study 2). Results showed that when participants intentionally mimicked a disliked person, liking for that person was not improved, whereas when participants mimicked a liked person, liking for that person increased. These effects were shown to be mediated by affiliation. These studies not only provided further evidence of a link between mimicry and liking, but also demonstrated that this relationship is moderated by a priori liking. Copyright © 2009 John Wiley & Sons, Ltd.     

The effect of embodying the elderly on time perception

The present study investigated the perception of stimulus durations represented by elderly faces or by young faces. In a temporal bisection task, participants classified intermediate durations as more similar to a short or a long reference duration. The results showed that the durations represented by elderly faces were less often classified as “long” than the durations represented by young faces. According to internal clock models of time perception, this shortening effect is due to a slowing down of the speed of the internal clock during the perception of elderly faces. Analyses also revealed an interaction between sex of face and sex of participant such that this shortening effect occurred only when the participants share the same sex than the stimulus faces. As discussed, this finding is quite consistent with embodied cognition approaches to information processing, but alternatives accounts are also considered.     

Better the devil you know? Nonconscious processing of identity and affect of famous faces

The nonconscious recognition of facial identity was investigated in two experiments featuring brief (17-msec) masked stimulus presentation to prevent conscious recognition. Faces were presented in simultaneous pairs of one famous face and one unfamiliar face, and participants attempted to select the famous face. Subsequently, participants rated the famous persons as ”good“ or ”evil“ (Experiment 1) or liked or disliked (Experiment 2). In Experiments 1 and 2, responses were less accurate to faces of persons rated evil/disliked than to faces of persons rated good/liked, and faces of persons rated evil/disliked were selected significantly below chance. Experiment 2 showed the effect in a within-items analysis: A famous face was selected less often by participants who disliked the person than by participants who liked the person, and the former were selected below chance accuracy. The within-items analysis rules out possible confounding factors based on variations in physical characteristics of the stimulus faces and confirms that the effects are due to participants’ attitudes toward the famous persons. The results suggest that facial identity is recognized preconsciously, and that responses may be based on affect rather than familiarity.     

When does feeling of fluency matter?: how abstract and concrete thinking influence fluency effects

It has been widely documented that fluency (ease of information processing) increases positive evaluation. We proposed and demonstrated in three studies that this was not the case when people construed objects abstractly rather than concretely. Specifically, we found that priming people to think abstractly mitigated the effect of fluency on subsequent evaluative judgments (Studies 1 and 2). However, when feelings such as fluency were understood to be signals of value, fluency increased liking in people primed to think abstractly (Study 3). These results suggest that abstract thinking helps distinguish central decision inputs from less important incidental inputs, whereas concrete thinking does not make such a distinction. Thus, abstract thinking can augment or attenuate fluency effects, depending on whether fluency is considered important or incidental information, respectively.     

Hedonic and sensory characteristics of odors conditioned by pairing with tastants in humans

Animals readily acquire positive odor-taste hedonic associations, but evidence for this in humans remains weak and was explored further. Retronasal pairing of odors with sucrose or salty stimuli (Experiment 1) increased the rated sweetness of sucrose-paired odors without altering liking, although changes in odor pleasantness correlated with sucrose liking. Experience of odors with sucrose or quinine by sweet likers (Experiment 2) found increased pleasantness and sweetness for sucrose-paired odors, whereas quinine-paired odors became less liked and more bitter. Odor-sucrose pairings in sweet likers and dislikers (Experiment 3) found increased sweetness in both groups but increased odor liking only in likers. These data suggest that evaluative and sensory learning are dissociable and that evaluative changes are sensitive to individual differences in sweet liking.     

Effects of Anticipated Interaction,Sex, and Homosexual Stereotypes on First Impressions1

The effects of anticipated interaction on liking were examined, with the person being evaluated sometimes being presented as a member of a negatively stereotyped group. The stereotype studied was that associated with male homosexuals. The standard effect of anticipated interaction causing increased liking was obtained when females rated either a homosexual or a non- homosexual male and when males rated a nonhomosexual male. When males anticipated interacting with a homosexual male, however, they rated him less favorably than did males who did not anticipate interacting with him. It was also found that both males and females liked the stimulus person less and attributed stereotypic traits to him more when he was homosexual than when he was not. These latter effects were stronger for males than for females.     

Behavioral predictors of changes in social relatedness and liking school in elementary school

Normative trends and behavioral predictors for three dimensions of social relatedness were examined in a 6-month longitudinal study of 383 students in Grades 3, 4 and 5. Student reports of social relatedness (teacher supportiveness, school supportiveness, loneliness) and liking school indicated that students in each of the grades felt less positive about the school environment and liked school less in the Spring compared to the Fall. Girls reported higher levels of teacher supportiveness and school supportiveness. Reports of school supportiveness were lower among students at higher grade levels. Teacher-rated aggression predicted declines in students' perceptions of teacher supportiveness, increases in their sense of loneliness, and decreases in reports of liking school across the school year. Teacher-rated closeness predicted the maintenance of student perceptions of high levels of relatedness. Peer social preference predicted increases in loneliness. A path model indicated that the association between aggressive behavior and liking school was mediated by the association between aggressive behavior and perceptions of teacher supportiveness.     

Accuracy of familiarity decisions to famous faces perceived without awareness depends on attitude to the target person and on response latency

Stone and Valentine (2004) presented masked 17 ms faces in simultaneous pairs of one famous and one unfamiliar face. Accuracy in selecting the famous face was higher when the famous person was regarded as "good" or liked than when regarded as "evil" or disliked. Experiment 1 attempted to replicate this phenomenon, but produced a different pattern of results. Experiment 2 investigated alternative explanations and found evidence supporting only the effect of response latency: responses made soon after stimulus onset were more accurate to liked than to disliked faces, whereas responses made after a longer delay were equally accurate to disliked faces. It appears that the effect of negative valence was corrected within the space of a few hundred milliseconds. Experiment 3, using an affective priming paradigm, supported the concept that an early-arising effect of valence is corrected if it is misleading to the directed task.     

Aesthetic appreciation of poetry correlates with ease of processing in event-related potentials

Rhetorical theory suggests that rhythmic and metrical features of language substantially contribute to persuading, moving, and pleasing an audience. A potential explanation of these effects is offered by “cognitive fluency theory,” which stipulates that recurring patterns (e.g., meter) enhance perceptual fluency and can lead to greater aesthetic appreciation. In this article, we explore these two assertions by investigating the effects of meter and rhyme in the reception of poetry by means of event-related brain potentials (ERPs). Participants listened to four versions of lyrical stanzas that varied in terms of meter and rhyme, and rated the stanzas for rhythmicity and aesthetic liking. The behavioral and ERP results were in accord with enhanced liking and rhythmicity ratings for metered and rhyming stanzas. The metered and rhyming stanzas elicited smaller N400/P600 ERP responses than their nonmetered, nonrhyming, or nonmetered and nonrhyming counterparts. In addition, the N400 and P600 effects for the lyrical stanzas correlated with aesthetic liking effects (metered–nonmetered), implying that modulation of the N400 and P600 has a direct bearing on the aesthetic appreciation of lyrical stanzas. We suggest that these effects are indicative of perceptual-fluency-enhanced aesthetic liking, as postulated by cognitive fluency theory.     

Childless adults with higher secure attachment state have stronger parenting motivation

This study aimed to systematically examine the coherence in the motivation of parenting with the security attachment state of adults. A total of 228 childless participants (126 men, 102 women) first completed a self-report questionnaire including the State Adult Attachment Measure scale and the Interest in Infants questionnaire. They were then administered three laboratory-based tasks: a) liking, which measured the specific hedonic experience to infants' neutral faces; b) representational responding (actively seeking infants' neutral faces); and c) evoked responding (actively retaining images of infants' neutral faces). The results revealed that after controlling for gender, anxiety, and avoidance, security attachment state was associated with higher levels of interest in infants, assessed via verbal measures, and associated with liking and wanting (divided into representational and evoked responding) for infants' neutral faces. Moreover, infant faces elicited pleasure but not the sense of dominance or wanting in individuals with high avoidance attachment state. These results suggest that improving security attachment state may enhance motivation for parenting and improve the quality of parental caregiving.     

Stereotypes and crossed‐category evaluations: The case of gender and science education

A sample of UK adolescents (n = 1140), grouped by sex and liking of science, evaluated themselves, and girl and boy targets who did or did not like science, on masculine, feminine and gender non‐specific traits. Contrary to sociological concerns about the masculine image and appeal of science, those who liked science more rated themselves more positively on feminine and gender non‐specific—but not masculine—traits. The girl target was rated lower on feminine traits if she liked science, but the boy was rated higher on feminine traits if he liked science. Target ratings also showed in‐group enhancement based on liking of science, and a ‘black sheep’ effect: those who liked science less discriminated against the same‐sex target who liked science, especially on gender in‐group relevant traits. We argue that gender differences in science education should be attributed partly to subjective group dynamics and not solely to images of science.     

Implicit /explicit memory versus analytic/nonanalytic processing: Rethinking the mere exposure effect

In studies of the mere exposure effect, rapid presentation of items can increase liking without accurate recognition. The effect on liking has been explained as a misattribution of fluency caused by prior presentation. However, fluency is also a source of feelings of familiarity. It is, therefore, surprising that prior experience can enhance liking without also causing familiarity-based recognition. We suggest that when study opportunities are minimal and test items are perceptually similar, people adopt an analytic approach, attempting to recognize distinctive features. That strategy fails because rapid presentation prevents effective encoding of such features; it also prevents people from experiencing fluency and a consequent feeling of familiarity. We suggest that the liking-without-recognition effect results from using an effective (nonanalytic) strategy in judging pleasantness, but an ineffective (analytic) strategy in recognition. Explanations of the mere exposure effect based on a distinction between implicit and explicit memory are unnecessary.     

Evaluating the evaluator: The effects of the valence,sequence and target of evaluations on the perception of the evaluator

People commonly want to be perceived as intelligent, as well as be liked by others. Previous research has demonstrated that people who wish to appear intelligent tend to criticise others, and that criticising others indeed leads to the perception of high intelligence. In the current research we hypothesised and found that this is not the case when (a) the criticism is targeted towards the people who form the impression, and (b) the criticism is targeted towards those with whom the people who form the impression have just interacted. In both cases, participants in our study liked evaluators less when they used criticism than when they used praise. Moreover, they perceived the evaluators as less intelligent. We also demonstrated that in cases of mixing praise with criticism, the sequence of the evaluation interacted with the target of the evaluation in influencing liking. We found a greater liking for evaluators whose evaluation changed from negative to positive rather than vice versa, but only when the perceiver was the target of the evaluation. The discussion centres on the potential underlying mechanisms for these results, as well as on the practical applications of the results and directions for future research.     

Role played self-disclosure as a function of liking and knowing

Subjects identified persons from their own lives whom they liked and knew to varying degrees. At a later session, subjects role-played a self-disclosing conversation with each identified person. Verbal behavior was recorded and analyzed with respect to the personalness of disclosure. Analysis of variance results for both self-report and observational measures show significant effects for liking and knowing on personal, but not impersonal, self-disclosure. The pattern of results over all dependent measures indicates that liking has a more specific effect on personal disclosure than does knowing, but that liking and knowing do not differ in relative control over impersonal disclosure. A correlational analysis involving subjects' perceptions of the experimental situation and the dependent disclosure measures supported this interpretation.     

Attributions restore consistency in bargaining with liked/disliked partners

The experiment deals with the impact of self-esteem and liking for the partner on the attribution of agreement and deadlock in bargaining. Fifty-eight male and 70 female students played the Harsanyi-Selten bargaining game with incomplete information eight times, allegedly each time with a randomly selected partner. In fact in four games a computer program simulated the partner. Combining an experimental variation of liking (liking—disliking), own costs (low, high), partner costs (low, high) the experiment followed a 2×2×2 repeated measures design. As predicted by a path model from balance theory (a) failure (deadlock) was attributed more to the partner and less to self than success (agreement), (b) success was attributed more to the liked than the disliked partner, whereas failure was attributed more to the disliked than the liked partner.