The role of category valence in prototype preference.

People prefer prototypical stimuli over atypical stimuli. The dominant explanation for this prototype preference effect is that prototypical stimuli are processed more fluently. However, a more recent account proposes that prototypes are more strongly associated with their category's valence, leading to a reversed prototype preference effect for negative categories. One critical but untested assumption of this category-valence account is that no prototype preference should emerge for entirely neutral categories. We tested this prediction by conditioning categories of dot patterns positively, negatively, or neutrally. In line with previous findings on the category-valence account, prototype preference reversed for negatively conditioned categories. However, prototype preference was similarly strong for positive and neutral categories. These findings imply that prototype preferences do not only reflect a transfer of category valence to exemplars. Instead, the results suggest that prototype preference is a multi-process phenomenon arising from the activated category valence and a fluency-based process. We discuss further implications for theories on fluency and prototype preference.