The Visual Complexity of Chinese Cultural Element and Perceptual Fluency: The Moderating Role of Prior Exposure

Abstract

This study examines the influence of visual complexity in Chinese cultural elements (CCE) on perceptual fluency and the moderating role of prior exposure. Recognizing the growing relevance of CCE in Chinese market branding, we hypothesized that higher visual complexity decreases perceptual fluency, while prior exposure positively moderates this relationship. A questionnaire-based survey was conducted with 167 respondents in China. Results supported our hypotheses, indicating that CCE with lower visual complexity are perceived more easily, and prior exposure to CCE enhances perceptual fluency. These findings have crucial implications for marketing strategies involving CCE, suggesting that visual complexity should be carefully considered to improve consumer perception and potential behavior. This research fills a gap in current literature that predominantly focuses on Western elements and suggests further exploration into different levels of visual complexity and post-perceptual fluency behaviors.