The evaluative connotation of processing fluency: Inherently positive or moderated by motivational context?

A fundamental question for evaluation research is whether cues can impact evaluative responses directly or only in combination with contextual information. Focusing on the experience of processing fluency, the current work tested whether manipulating this cue's motivational context would moderate its evaluative impact. Because fluently processed stimuli can be assumed to communicate safety, owing to implicit signals of either familiarity (through processes monitoring perception-memory coordination), we reasoned that motivation to avoid negative events should heighten preferences for fluently processed stimuli. Following a motivation manipulation, prevention-focused, but not promotion-focused, participants preferred stimuli that they were able to process quickly (Experiment 2) and that were preceded by concordant primes (Experiment 1). These findings suggest that the value of fluent processing reflects its relation to contextual features, such as one's current motivational state.