Abstract
When processing visually presented information, people move their eyes. This eye movement is governed by the employment of a general motor procedure related to direction. In three studies, we show that when subjects re-employ this directional motor procedure (that had been employed in a prior or contemporaneous (unrelated) task) when evaluating a product, a perception of fluency ensues, and this perception of fluency is then misattributed to the product under evaluation and enhances evaluations. We demonstrate the effect for intra-modal (repetition of eye movement) as well as cross-modal (contemporaneous eye and finger movements) settings.
Original language | English (US) |
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Pages (from-to) | 435-440 |
Number of pages | 6 |
Journal | Journal of Consumer Psychology |
Volume | 26 |
Issue number | 3 |
DOIs | |
State | Published - Jul 1 2016 |
Externally published | Yes |
Bibliographical note
Funding Information:The research for this project was supported by research grant GRF14502114 from the Research Grants Council, Hong Kong .
Publisher Copyright:
© 2015 Society for Consumer Psychology.
Keywords
- Evaluation
- Eye movement
- Fluency