Motion fluency and object preference : Robust perceptual but fragile memory effects

In 8 experiments, we investigated motion fluency effects on object preference. In each experiment, distinct objects were repeatedly seen moving either fluently (with a smooth and predictable motion) or disfluently (with sudden and unpredictable direction changes) in a task where participants were required to respond to occasional brief changes in object appearance. Results show that 1) fluent objects are preferred over disfluent objects when ratings follow a moving presentation, 2) there is some evidence that object-motion associations can be learnt with repeated exposures, 3) sufficiently potent motions can yield preference for fluent objects after a single viewing, and 4) learnt associations do not transfer to situations where ratings follow a stationary presentation, even after deep levels of encoding. Episodic accounts of memory retrieval predict that emotional states experienced at encoding might be retrieved along with the stimulus properties. Though object-motion associations were repeatedly paired, there was no evidence for emotional reinstatement when objects were seen stationary. This indicates that the retrieval process is a critical limiting factor when considering visuomotor fluency effects on behaviour. Such findings have real-world consequences. For example, a product advertised with high perceptual fluency might be preferred at the time, but this preference might not transfer to seeing the object on a shelf.