On Aesthetic Pleasure: the Uncertainty-Reducing Role of Processing Fluency

Ali Faraji Rad, Nanyang Technological University, Singapore
Michel Tuan Pham, Columbia University, USA
We propose that the effect of fluency on aesthetic pleasure relates to fluency’s role in reducing uncertainty: resolution of uncertainty is pleasurable; fluency contributes to faster uncertainty resolution and creates aesthetic pleasure. Three studies show that the effect of fluency on aesthetic pleasure attenuates when people are certain (vs. uncertain).
[ to cite ]:
Ali Faraji Rad and Michel Tuan Pham (2016) ,"On Aesthetic Pleasure: the Uncertainty-Reducing Role of Processing Fluency", in NA - Advances in Consumer Research Volume 44, eds. Page Moreau and Stefano Puntoni, Duluth, MN : Association for Consumer Research, Pages: 730-730.