Preparing for Novel Versus Familiar Events: Shifts in Global and Local Processing

Six experiments examined whether novelty versus familiarity influences global versus local processing styles. Novelty and familiarity were manipulated by either framing a task as new versus familiar or by asking participants to reflect upon novel versus familiar events prior to the task (i.e., procedural priming). In Experiments 1-3, global perception was enhanced after novelty priming or framing, whereas familiarity priming facilitated local perception relative to a control group. In Experiment 4, participants used more inclusive categories under novelty priming and narrower categories under familiarity priming. In Experiments 5-6, participants construed actions and products more abstractly when these were framed as novel as compared to familiar. These results support the construal level theory (N. Liberman & Y. Trope, 2008; Y. Trope & N. Liberman, 2003) contention that having less direct experience is associated with using higher construal levels. Implications of the findings for research on mood, processing styles, stereotypes, and consumer research are discussed.