On Aesthetic Pleasure: The Uncertainty-Reducing Role of Processing Fluency

4 Pages Posted: 6 Jan 2017

See all articles by Ali Faraji-Rad

Ali Faraji-Rad

Michel Tuan Pham

Columbia University - Columbia Business School; Columbia Business School - Marketing

Date Written: January 4, 2017

Abstract

Previous research has shown that processing fluency leads to higher aesthetic pleasure. We propose that the effect of fluency on aesthetic pleasure relates to fluency’s role in reducing uncertainty. In other words, uncertainty is a drive state that produces pleasure only once it is resolved. Fluency contributes to faster resolution of uncertainty and creates aesthetic pleasure. Consistent with this proposition, we show in three studies that the effect of fluency on aesthetic pleasure attenuates when people are certain (vs. uncertain).

Suggested Citation

Faraji-Rad, Ali and Pham, Michel Tuan, On Aesthetic Pleasure: The Uncertainty-Reducing Role of Processing Fluency (January 4, 2017). Columbia Business School Research Paper No. 17-8. Available at SSRN: https://ssrn.com/abstract=2893645 or http://dx.doi.org/10.2139/ssrn.2893645

Michel Tuan Pham

Columbia University - Columbia Business School ( email )

3022 Broadway
515 Uris
New York, NY 10027
United States
212-854-3472 (Phone)

HOME PAGE: http://www.columbia.edu/~tdp4/

Columbia Business School - Marketing ( email )

3022 Broadway
515 Uris
New York, NY NY 10027
United States

HOME PAGE: http://www.columbia.edu/~tdp4/

No contact information is available for Ali Faraji-Rad

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