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Institute
Both specific stimulus valence and unspecific processing dynamics can influence evaluative responses. Eight experiments investigated their respective influence on evaluative judgments in the domain of stereotyping. Valence of stereotypic information and consistency-driven fluency were manipulated in an impression formation paradigm. When information about the to-be-evaluated target person was strongly valenced, no effects of consistency-driven fluency were observed. Higher cognitive processes, valence of inconsistent attributes, processing priority of category information, and impression formation instructions were ruled out as possible factors responsible for the non-occurrence of fluency effects. However, consistency-driven fluency did influence the evaluative judgment, if the information about a target person was not strongly valenced. It is therefore concluded that both stimulus valence and consistency-driven processing fluency play a role in evaluative judgments in the domain of stereotyping. The respective impact of stimulus valence is much stronger than the impact of unspecific processing dynamics, however. Implications for fluency research and the applied field of stereotype change are discussed.