The hedonic marking of processing fluency: Implications for evaluative judgment

Given the importance and variety of situations that call for an assessment of valence, it is not surprising that the human evaluative toolbox includes mechanisms that draw on different sources of information. In this chapter, the authors propose that one source of relevant information is the fluency with which information about the target can be processed. They further propose that high fluency is associated with positive affect and results in more favorable evaluations. They first consider the range of evaluative mechanisms and locate their proposal in that context. The authors next elaborate on the concept of fluency and discuss possible reasons for the link between fluency and affective reactions. Subsequently, they present empirical evidence consistent with their proposal. Finally, they discuss boundary conditions of the fluency-affect link. (PsycINFO Database Record (c) 2007 APA, all rights reserved) (from the chapter)