Graduation Year

2019

Date of Submission

4-2019

Document Type

Campus Only Senior Thesis

Degree Name

Bachelor of Arts

Department

Psychology

Reader 1

Laura Johnson

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Terms of Use for work posted in Scholarship@Claremont.

Rights Information

© 2019 Kristin M Yang

Abstract

According to previous studies, a higher degree of processing fluency leads to higher liking; however, other studies indicate that a higher degree of processing fluency leads to lower recognition. This experiment examines the influence of processing fluency on both liking and recognition to determine if the same results occur when participants are asked to rate liking and remember images. Subjects rated a series of images by level of liking, then were given a recognition test. The stimuli were a combination of fluent and disfluent product images with varied fluency in each of four categories: Amount of Information, Figure-Ground Contrast, Clarity, and Symmetry. Results indicated that participants liked fluent images more than disfluent images. However, results also revealed a trend that recognition may have been higher for fluent images, and that the effects of fluency on recognition depended on which type was manipulated. Thus, the effects of varying processing fluency are different when participants are asked to both rate liking and remember items. This experiment aims to provide successful marketing tactics, suggesting that marketers make their products fluent in order to produce greater liking and memory.

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