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To simplify a judgment, people often base it on easily accessible information. One cue that is usually readily available is processing fluency – a metacognitive feeling of ease of cognitive processing. Consequently, processing fluency is used as a cue for many different types of judgment, such as judgment of truth, confidence, and novelty. The present work describes results of three studies investigating various aspects of processing fluency effects on judgment.
Processing fluency has been sometimes equated with speed of a cognitive process. Therefore, response times have been used for evaluation of processing fluency. However, response times in experimental tasks often do not encompass only the time needed for a given process, but also the time needed for a decision based on the resulting information. The study described in Chapter II uses a novel experimental method that enables separation of reading and decision times. The results show that people make a decision about liking of pseudowords faster when the pseudowords are hard-to-pronounce (i.e., disfluent) than when they are moderate in pronounceability. This suggests that response times cannot be used as a proxy for processing fluency when they include the time needed to make a decision.
One of the studies of judgmental effects of processing fluency showed that food additives with easier pronounceable names are judged to be less harmful than those with hard-to-pronounce names. While people encounter food additives that are safe more often, this environmental association may be in the opposite direction for some categories of objects. For example, people are more likely to see names of especially dangerous criminals in the news. Chapter III describes a study which initially tested whether the fluency-safety association may be in the opposite direction for some categories of objects as a consequence of this selective exposure to especially dangerous exemplars. The results did not show support for this hypothesis. Furthermore, subsequent studies suggest that the previously found association between fluency and safety is replicable with the original stimuli used in the previous research, but not with newly constructed stimuli.
Chapter IV describes a study which applied a finding from the processing fluency literature to a positive psychology exercise in order to increase its effectiveness. Namely, the experiment manipulated the number of good things that participants listed daily for two weeks as part of the exercise. While listing more things was considered harder, the number of things listed each day had no effect on effectiveness of the exercise.
The present thesis examines embodiment—the body’s influence on psychological processes. Bodily states, perceptions, and actions influence cognitive processes; for example, a heavy backpack makes hills look steeper (Proffitt et al., 2003); and faint odors influence orderliness (Holland, Hendriks, & Aarts, 2005). In Chapter 2, embodiment phenomena are reviewed and classified according to three possible underlying mechanisms. Additionally, empirical tests for distinguishing between the workings of these mechanisms are discussed.
The empirical part of the thesis examines one specific embodiment in more detail, namely embodied cleansing. The basic idea in embodied cleansing is that physical cleansing reduces not only physical but also psychological remnants of the past. For example, Chapter 4 examines whether prosocial behavior after one’s own moral or immoral behavior is changed by embodied cleansing; and Chapter 5 examines how changes in optimism and self-esteem as a result of previous success or failure in an achievement test are reduced by embodied cleansing.
The present thesis examines psychological mechanisms that could explain embodied cleansing. For that, Chapter 3 derives and contrasts two possible explanations for embodied cleansing. Chapter 4 tests the effect of physical cleansing when both explanations make converging predictions (with morally negative memories) compared to when the two explanations make differing predictions (with morally positive memories). However, the results of embodied cleansing on prosocial behavior after (im)moral recall could not be examined as (im)moral recall, against expectations, did not influence prosocial behavior in the present paradigm.
Chapter 5 more closely examines one of the two explanations. For that, different aspects of the act of cleaning one’s hands are varied to examine necessary and sufficient criteria for embodied cleansing. The results show that deliberate cleaning is essential for embodied cleansing; additionally the cleaning action has to refer to one’s own body (and not to an object). Thus, a combination of inferential and automatic processes seem to play a role in embodied cleansing. Finally the results are discussed in relation to other embodiment effects and explanations.
Utility is perhaps the most central concept in modern economic theorizing. However, the behaviorist reduction to Revealed Preference not only removed the psychological content of utility but experimental investigations also exposed numerous anomalies in this theory.
This program of research focused on the psychological processes by which utility judgments are generated. For this purpose, the standard assumption of a homogeneous concept is substituted by the Utilitarian Duality Hypothesis.
In particular, judgments concerning categorical utility (uCat) infer an object's category based on its attributes which may subsequently allow the transfer of evaluative information like feelings or attitudes. In contrast, comparative utility (uCom) depends on the distance to a reference value on a specific dimension of comparison. Importantly, dimensions of comparison are manifold and context dependent.
In a series of experiments, we show that the resulting Dual Utility Model is able to explain several known anomalies in a parsimonious fashion. Moreover, we identify central factors determining the relative weight assigned to both utility components.
Finally, we discuss the implications of the Utilitarian Duality for both, the experimental practice in economics as well as the consequences for economic theorizing. In sum, we propose that the Dual Utility Model can serve as an integrative framework for both the rational model and its anomalies.