Affect and processing dynamics: Perceptual fluency enhances evaluations

This chapter expands the portrayal of the evaluating human by reviewing our research on the relation between affect and the dynamics of information processing. We organize the presentation as follows. We first discuss differences between evaluative responses based on stimulus attributes and evaluative responses based on processing dynamics. Next, we review empirical findings that illustrate that ease of processing (high fluency) is consistently associated with more positive evaluations. Subsequently, we discuss why this might be the case and offer some speculations about possible computational mechanisms and neural instantiations. Finally, we address some boundary conditions governing the impact of processing dynamics on affect and evaluative judgment. (PsycINFO Database Record (c) 2007 APA, all rights reserved) (from the chapter)