Competing for affection: Perceptual fluency and ambiguity solution.

Human perceptual processes are highly efficient and rapidly extract information to enable fast and accurate responses. The fluency of these processes is reinforcing, meaning that easy-to-perceive objects are liked more as a result of misattribution of the reinforcement affect to the object identity. However, some critical processes are disfluent, yet their completion can be reinforcing leading to object preference through a different route. One such example is identification of objects from camouflage. In a series of 5 experiments, we manipulated object contrast and camouflage to explore the relationship between object preference to perceptual fluency and ambiguity solution. We found that perceptual fluency dominated the process of preference assessment when objects are assessed for "liking". That is, easier-to-perceive objects (high-contrast and noncamouflaged) were preferred over harder-to-perceive objects (low-contrast and camouflaged). However, when objects are assessed for "interest", the disfluent yet reinforcing ambiguity solution process overrode the effect of perceptual fluency, resulting in preference for the harder-to-perceive camouflaged objects over the easier-to-perceive noncamouflaged objects. The results have implications for preference and choice in a wide range of contexts by demonstrating the competition between perceptual fluency and ambiguity solution on preference, and by highlighting the critical factor of the form of preference decision. (PsycINFO Database Record (c) 2020 APA, all rights reserved).