The analysis of intuition: Processing fluency and affect in judgements of semantic coherence

In semantic coherence judgements individuals are able to intuitively discriminate whether a word triad has a common remote associate (coherent) or not (incoherent) without consciously retrieving the common associate. A processing-fluency account for these intuitions is proposed, which assumes that (a) coherent triads are processed more fluently than incoherent triads, (b) this high fluency triggers a subtle positive affect, and (c) this affect may be experienced as a cognitive feeling and used in explicit judgement. In line with this account, it was shown that coherent triads (a) are processed faster than incoherent triads (Study 1), (b) serve as positive affective primes (Study 2), and (c) are liked more than incoherent triads (Study 3). When participants were provided with an irrelevant source of their affective reactions, they lost the ability to intuitively discriminate between coherent and incoherent triads (Study 4). Finally, an item-based analysis found that triads that are processed faster are liked more and are more likely to be judged coherent, irrespective of their actual coherence (Study 5).