Effects of Perceptual Fluency on Affective Judgments

Previous research has found that repeated exposure to briefly presented visual stimuli can increase the positive affect for the stimuli without enhancing their recognition. Subjects could discriminate target and distractor shapes by affective preference in the absence of recognition memory. This study examined this phenomenon as a function of stimulus exposure duration. Over exposure durations of 0, 2, 8, 12, 24, and 48 ms, the functions for affect and recognition judgments exhibited different temporal dynamics. Target selection by affect was possible at very brief exposures and was influenced little by increasing durations; target selection by recognition required longer stimulus exposures and improved with increasing durations. Affective discrimination of stimuli that are not recognized is a reliable phenomenon, but it occurs only within a narrow band of time. This parametric study has specified the relationship between exposure duration and affect and recognition judgments and has located that temporal window.