[1] Research in cognitive neuroscience and psychology has shown that processing fluency influences different kinds of judgments.
For instance, perceptual fluency can contribute to the experience of familiarity when fluent processing is attributed to the past.
[4] One study was able to use a manipulation of visual clarity to change perceptual fluency during a recognition task.
This manipulation effected ERPs for fluency and familiarity at different times and locations in the brain, leading them to believe that these two mechanisms do not come from the same source.
[5] Further evidence has shown that artificial techniques can be used to trick people into believing they have encountered a stimulus previously.
Topolinski et al. (2014)[8] explained that the fluency created by pronunciation plays a vital role in increasing fondness for a stimulus.
The experimental group watched the adverts whilst eating popcorn, which meant there was oral interference.
In the experimental group, the mere exposure effect was abolished by interfering with fluency of pronunciation during presentation of stimulus.
[13] There is significant evidence that when consumers are presented with multiple choices, they will view objects more positively and more aesthetically pleasing when surrounded by congruent imagery.
[14] While consumers enjoy a moderate source of incongruity, too much disorder and unfamiliarity lead to feelings of being overwhelmed.
[16][17][18] This means that perceived beauty and judged truth have a common underlying experience, namely processing fluency.
It has been predicted that the jokes in easy to read fonts feel fluent, as they are easier to pronounce and this results in higher ratings.
[28] Basic research on processing fluency has been applied to marketing,[29] to business names, and to finance.