When any Worx looks typical to you: Global relative to local processing increases prototypicality and liking

Two studies examine novelty categorization theory's (Förster, Marguc & Gillebaart, 2010) assumption that global compared to local processing styles enhance typicality judgments of atypical objects and thereby enhance liking. We used an artificial category of figures for an alleged computer game including a prototype and three exemplars that varied with respect to similarity with it. Results show that when primed with a global processing style, participants find atypical objects more typical, like them better and process them faster than participants under a local processing style. Mediation analyses show that typicality mediates the effects of processing styles on liking, and that ease of categorization mediates the effect of processing styles on prototypicality. Mood, measured via self report did not influence effects. The studies reflect the fact that judged typicality and its effects are context dependent.

► We tested whether typicality can be changed by global versus local processing. ► We manipulated typicality of members of a new and neutral category. ► Before, we primed global versus local perception in an unrelated task. ► Global relative to local processing increased typicality, liking and categorization. ► Ease of processing was a mediator for the processing style-> typicality effect.