If It Feels Right...Do It: Cultural Congruence As a Consumption Cue

People make meaning through culture such that culturally-congruent cues "feel right," while incongruent cues do not. Three studies show that the resulting feelings of fluency (disfluency) spill over into judgments and encourage one to "keep going" ("stop and reconsider") in the contexts of word games, food, and consumer product consumption.