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

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).



Citation:

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, Stefano Puntoni, and , Duluth, MN : Association for Consumer Research, Pages: 730-730.

Authors

Ali Faraji Rad, Nanyang Technological University, Singapore
Michel Tuan Pham, Columbia University, USA



Volume

NA - Advances in Consumer Research Volume 44 | 2016



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