Competing for affection: Perceptual fluency and ambiguity solution.

Abstract

Human perceptual processes are highly efficient and rapidly extract information to enable fast and accurate responses. The fluency of these processes is reinforcing, meaning that easy-to-perceive objects are liked more as a result of misattribution of the reinforcement-affect to the object identity. However, some critical processes are disfluent yet their completion can be reinforcing leading to object preference through a different route. One such example is identification of objects from camouflage. In a series of 5 experiments, we manipulated object contrast and camouflage to explore the relationship between object preference to perceptual fluency and ambiguity solution. We found that perceptual fluency dominated the process of preference assessment when objects are assessed liking. That is, easier-to-perceive objects (high-contrast & non-camouflaged) were preferred over harder-to-perceive objects (low-contrast & camouflaged). However, when objects are assessed disfluent yet reinforcing ambiguity solution process overrode the effect of perceptual fluency, resulting in preference for the harder-to-perceive camouflaged objects over the easier-to-perceive non-camouflaged objects. The results have implications for preference and choice in a wide range of contexts by demonstrating the competition between perceptual fluency and ambiguity solution on preference, and by highlighting the critical factor of the form of preference decision.

Illusory trust: Kanizsa shapes incidentally increase trust and willingness to invest

“…Irrespective of this, we show for the first time that the enjoyment of stimuli that enable basic perceptual processes is not the end-all be- Conversely, previous research has shown that the disruption of basic perceptual processes can cause negative affect and visual disappointment (Erle & Topolinski, 2019;Topolinski et al, 2015; Experiments 4 and 5), which might be of interest for some companies. cussed above, however, previous research also shows that such disruptions of perceptual processing can be seen as more interesting (Flavell et al, 2020). Thus, a more appropriate implication would be to tailor the basic perceptual properties of a company logo to the company's purpose.…”

“…This fact has now garnered extensive empirical support for multiple illusions (Topolinski et al, 2015) both on selfreported and physiological measures (e.g., Erle et al, 2017). Such findings are especially impressive as they go against the notion of perceptual fluency (see Reber, Schwarz, & Winkielman, 2004;Reber, Winkielman, & Schwarz, 1998) As a caveat, recent research has shown that in some cases, more effortful perception positively affects preferences (Flavell, Over, & Tipper, 2020). In these studies, participants had to identify camouflaged stimuli as quickly as possible and subsequently had to indicate how much they liked or how interesting they found them.…”

“…Notably, the positive effects of additional perceptual effort were limited to the dimension of interestingness (Flavell et al, 2020). (Reber et al, 1998) or, in the case of the Kanizsa illusion, the support ratio of the Kanizsa illusion (Shipley & Kellman, 1992).…”

“…As a caveat, recent research has shown that in some cases, more effortful perception positively affects preferences (Flavell, Over, & Tipper, 2020). In these studies, participants had to identify camouflaged stimuli as quickly as possible and subsequently had to indicate how much they liked or how interesting they found them.…”

“…In these studies, participants had to identify camouflaged stimuli as quickly as possible and subsequently had to indicate how much they liked or how interesting they found them. Notably, the positive effects of additional perceptual effort were limited to the dimension of interestingness (Flavell et al, 2020). In the present research, however, we demonstrated positive effects on the dimension of liking, too.…”