Three minutes to change preferences: perceptual fluency and response inhibition

Perceptual fluency and response inhibition are well-established techniques to unobtrusively manipulate preference: objects are devalued following association with disfluency or inhibition. These approaches to preference change are extensively studied individually, but there is less research examining the impact of combining the two techniques in a single intervention. In short (3 min) game-like tasks, we examine the preference and memory effects of perceptual fluency and inhibition individually, and then the cumulative effects of combining the two techniques. The first experiment confirmed that perceptual fluency and inhibition techniques influence immediate preference judgements but, somewhat surprisingly, combining these techniques did not lead to greater effects than either technique alone. The second experiment replicated the first but with changes to much more closely imitate a real-world application: measuring preference after 20 min of unrelated intervening tasks, modifying the retrieval context via room change, and generalization from computer images of objects to real-world versions of those objects. Here, the individual effects of perceptual fluency and inhibition were no longer detected, whereas combining these techniques resulted in preference change. These results demonstrate the potential of short video games as a means of influencing behaviour, such as food choices to improve health and well-being.