Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment
Janiszewski and Meyvis argue that repeated exposure to a stimulus raises processing fluency at the time of judgment and that people can misattribute this fluency as preference. They propose that stimulus characteristics and presentation factors interact with repetition to determine how much fluency results. Four studies test whether a two-factor theory or a dual-process theory better explains fluency effects, and the paper discusses implications for logo design. Journal of record: Journal of Consumer Research 28(1), 18-32, 2001.
Janiszewski and Meyvis argue that repeated exposure to a stimulus raises processing fluency at the time of judgment and that people can misattribute this fluency as preference. They propose that stimulus characteristics and presentation factors interact with repetition to determine how much fluency results. Four studies test whether a two-factor theory or a dual-process theory better explains fluency effects, and the paper discusses implications for logo design. Journal of record: Journal of Consumer Research 28(1), 18-32, 2001.
Written from the abstract, OpenAlex record, 2026-11-03; citation details from Crossref, 2026-11-03.
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Janiszewski, C., & Meyvis, T. (2001). Effects of brand logo complexity, repetition, and spacing on processing fluency and judgment. Journal of Consumer Research, 28(1), 18-32. doi:10.1086/321945 https://doi.org/10.1086/321945