Look At Me Now: Automatic Change Detection As a Moderator of Processing Fluency

Stewart A. Shapiro, University of Delaware, USA
Jesper Nielsen, University of Arizona, USA
In three experiments we demonstrate automatic detection of changes in the perceptual relationship between a target stimulus (e.g. a brand logo) and other contextual elements (other elements within the ad). We demonstrate that such automatic change detection increases the processing resources allocated to the changing brand logo, thus increasing the amount of processing fluency that the logo enjoys.
[ to cite ]:
Stewart A. Shapiro and Jesper Nielsen (2011) ,"Look At Me Now: Automatic Change Detection As a Moderator of Processing Fluency", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 131-132.