2.3 Fluency Flashcards
Processing fluency
Experienced ease while executing certain cognitive activities
Definition: Mere-Exposure-Effect
Mere repeated exposure to a stimulus object enhances the attitude toward it.
By “mere exposure” is meant a condition which just makes the given stimulus accessible to the individual’s perception.
- People tend to develop a preference for things merely because they are familiar with them
Mere-Exposure-Effect:
Possible Theoretical Explanations
Two approaches:
Affect-based Hedonic Fluency Model (HFM)
- positive affect because of the sign for prominence and harmlessness
- successful memory and interpretation as a positive experience
- „affect-as-information” or conditioning
Opposite: “If I don’t understand it, it must be new “- Heuristic
Cognition-based Perceptual Fluency-Misattribution Theory:
frequent exposition to a stimulus increases perceptual fluency
- (A) Real cause (prior exposition) of higher perceptual fluency is not conscious: misattribution on e.g. liking the stimulus, higher attraction, perceived fame and others
- (B) real cause is conscious: automatic, effortless correction process, devaluation
- ease of processing is an affectively neutral, arousal-like experience
- which influences extremity of evaluation
- False Fame Effect
- Imagery Fluency
- Truth Effect
False-Fame-Effect:
- Names that are perceived as known are wrongly identified as famous persons
- Famousness is perceived fast and unconcsious
Imagery Fluency:
Concrete pictures seem to reach better results
- Depending on associations
- and personal experience
Truth-Effect:
- Arguments already heard before are perceived to be more credible (FREQUENCY OF CONTACT)
- Repeated message exposure leads to processing fluency which is misattributed for truthfulness
People tend to believe a message because they hear it often
Consequences of Fluency (Neutral)
Consequences of Fluency (Positive)
