Can Color Enhance Message Persuasiveness? The Role of Color in Processing Fluency

2010 ◽  
Author(s):  
Joon Yong Seo ◽  
Debra Scammon
Keyword(s):  
Processing Fluency

Judgments of truth are independently modulated by affect and repetition

2021 ◽  
Author(s):  
Patricia Garrido-Vásquez ◽  
Tanja Rock
Keyword(s):  
Negative Affect ◽  
Positive Affect ◽  
Theoretical Perspective ◽  
Processing Fluency ◽  
Neutral Picture ◽  
Truth Effect ◽  
New Information ◽  
Affective Processes ◽  
Main Effect

People believe repeated statements more than new ones—the repetition-induced truth effect. It is prominently explained with processing fluency: The subjective ease of processing repeated versus new information. To date, the role of affective processes for the truth effect is rather unclear. From a theoretical perspective, people should rely more on fluency under positive than under negative affect. Here, we tested whether an affective picture presented before a statement influences the repetition-induced truth effect. Thirty-five participants took part in two sessions that were a week apart. In both sessions, they rated the truth status of statements. In session 2, repeated and new statements were intermixed, and each statement was preceded by a positive, negative, or neutral picture. We expected participants to rely more on fluency as a cue to truth in the positive than in the negative affective condition. However, although we replicated the repetition-induced truth effect, the interaction between affect and repetition was insignificant, but we observed a significant main effect of affect—statements were rated as truer after a positive rather than a negative or neutral picture. Our results suggest two independent mechanisms that enhance the subjective truth of statements: repetition and positive affect.

scholarly journals Automatic effects of processing fluency in semantic coherence judgments and the role of transient and tonic affective states

2015 ◽  
Vol 46 (1) ◽  
pp. 151-158 ◽  
Author(s):  
Joanna Sweklej ◽  
Robert Balas ◽  
Grzegorz Pochwatko ◽  
Małgorzata Godlewska
Keyword(s):  
Recent Literature ◽  
Affective Response ◽  
Affective Responses ◽  
Processing Fluency ◽  
Affective States ◽  
Attentional Resources ◽  
Semantic Coherence ◽  
Intuitive Judgments ◽  
Insight Into

Abstract Recent literature reported that judgments of semantic coherence are influenced by a positive affective response due to increased fluency of processing. The presented paper investigates whether fluency of processing can be modified by affective responses to the coherent stimuli as well as an automaticity of processes involved in semantic coherence judgments. The studies employed the dyads of triads task in which participants are shown two word triads and asked to solve a semantically coherent one or indicate which of the two is semantically coherent. Across two studies in a dualtask paradigm we show that a) attentional resources moderate insight into semantically coherent word triads, whereas b) judgments of semantic coherence judgments are independent of attentional resources. We discuss implications of our findings for how people might form intuitive judgments of semantic coherence.

The role of need for cognition in consumers' mental imagery: a study of retail brand's Instagram

2020 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ran Huang ◽  
Sejin Ha
Keyword(s):  
Social Media ◽  
Cognitive Processing ◽  
Mental Imagery ◽  
Visual Information ◽  
Structural Equation ◽  
Need For Cognition ◽  
Processing Fluency ◽  
Survey Method ◽  
Content Type

PurposeDrawn from the concepts of processing fluency and mental imagery, the present study aims to fill the void by developing the mechanism underlying consumers' cognitive processing of visually appealing digital content in social media (i.e. Instagram) of retail brands.Design/methodology/approachData were gathered using a web-based survey method with consumers residing in the USA (N = 328). Structural equation modelling (SEM) was employed to investigate the proposed hypotheses. In addition, measurement invariance and multigroup analyses were conducted to test the moderation effect of need for cognition (NFC).FindingsThe results supported the pivotal role of mental imagery when consumers process visual messages in the context of a retail brand's Instagram. Both comprehension fluency and imagery fluency positively influence mental imagery, which in turn cultivates positive attitude towards the brand. The mediating role of mental imagery is confirmed. Furthermore, individuals' NFC interacts with imagery fluency but not with comprehension fluency such that high NFC strengthens the effect of imagery fluency on mental imagery. That is, when high-NFC consumers process information on Instagram, their perceptions of ease of generating imagery likely evoke visual representation of the brand's messages on Instagram in their minds.Practical implicationsThis research provides feasible ways for brands to increase the effectiveness of digital marketing communications in social media (e.g. optimising of the contextual features of visual information and employing interactive features such as filters of social media to enhance processing fluency).Originality/valueWithin the context of digital retailing, this study provides a new perspective of consumers' imagery processing to investigate the effectiveness of visual-focussed messages.

Accentism on Trial: Categorization/Stereotyping and Implicit Biases Predict Harsher Sentences for Foreign-Accented Defendants

2021 ◽  
pp. 0261927X2110227
Author(s):  
Carlos Romero-Rivas ◽  
Charlotte Morgan ◽  
Thomas Collier
Keyword(s):  
Implicit Association Test ◽  
Processing Fluency ◽  
Implicit Association ◽  
Accented Speech ◽  
Implicit Biases ◽  
Mock Trial ◽  
Native Speech ◽  
Study Participants ◽  
Background White Noise

In this study, participants were presented with two tasks: the Implicit Association Test (IAT), and a mock trial task. In both tasks, the auditory stimuli were produced by native or foreign-accented speakers, and presented either free of noise or mixed with background white noise, to estimate the role of processing fluency on jurors’ appraisals. In the IAT, participants showed positive implicit biases toward native speech, and negative implicit biases toward foreign-accented speech. In the mock trial task, participants gave much harsher sentences to the foreign-accented than native defendant, but only when defendants’ statements were free of noise. Moreover, we found that participants’ implicit biases were a relevant predictor of the sentences they gave to the defendants. Our results suggest that categorization/stereotyping is the main mechanism responsible for the effect of defendants’ accents on jurors’ appraisals, and that members of an estimated group who violate social norms are punished more severely.

Should spokes-characters be dynamic? The interaction effects of spokes-character dynamism and brand personality on consumers’ evaluation

2021 ◽  
Vol ahead-of-print (ahead-of-print) ◽  
Author(s):  
Ning Zhang ◽  
Liqin Yu ◽  
Alex S.L. Tsang ◽  
Nan Zhou
Keyword(s):  
Interaction Effect ◽  
Brand Personality ◽  
Processing Fluency ◽  
Control Group ◽  
Content Type ◽  
Consumer Evaluation ◽  
Mediating Role ◽  
High Dynamic ◽  
Dynamic Imagery

Purpose The purpose of this paper is to examine the interaction effects of spokes-character dynamism (high vs low) and brand personality (sincere vs competent) on consumers’ evaluation and the mediating role of processing fluency. Design/methodology/approach Two experiments were conducted to test the hypotheses. Study 1 establishes the interaction effect between evoked spokes-character dynamism and brand personality on brand trust and examines the mediating role of processing fluency. By introducing a control group and using purchase intention as the dependent variable, Study 2 further extends the results of Study 1. Findings The results of Studies 1 and 2 show that for sincere brands, spokes-characters with high dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with low dynamic imagery. However, for competent brands, spokes-characters with low dynamic imagery contribute to significantly higher consumer evaluation than the control group and the group of spokes-characters with high dynamic imagery. In addition, processing fluency mediates the interaction effect between evoked spokes-character dynamism and brand personality on consumers’ evaluation. Research limitations/implications The studies considered only one method, “frozen motion,” to evoke perceived movement. Further studies using other methods are needed to allow for generalization. Practical implications The discerning use of dynamic imagery in spokes-character design involving advertisements may aid marketers in maximizing spokes-characters’ effect on consumers’ evaluation. Originality/value The perceived movement of spokes-characters is integrated into the cognition of brand personality. Marketers should take into account how the match between spokes-character dynamism and brand personality may influence consumers’ evaluation of the brand.

Sign in / Sign up

Export Citation Format

Share Document