The Architecture of Prototype Preferences: Typicality, Fluency, and Valence

Tobias Vogel , Moritz Ingendahl , Piotr Winkielman

Abstract

A classic phenomenon known as prototype preference effect (PPE) or beauty-in-averageness effect is that prototypical exemplars of a neutral category are preferred over atypical exemplars. This PPE has been explained in terms of deviance avoidance, hedonic fluency, or preference for certainty and familiarity. However, typicality also facilitates greater activation of category-related information. Thus, prototypes rather than atypical exemplars should be more associated with the valence of the category, either positive or negative. Hence, we hypothesize that the evaluation of a prototype depends on the valence of its category. Results from three experiments crossing a standard PPE paradigm with an evaluative conditioning procedure support our hypothesis. We show that for positive categories, greater typicality increases liking. Critically, for negative categories, greater typicality decreases liking. This pattern of results challenges dominant explanations of prototype evaluation.