Previous research has shown that the completion of basic perceptual processes is intrinsically pleasant. In the absence of diagnostic and objective cues to trustworthiness, nondiagnostic factors such as positive affect can incidentally lead to reported and behavioral trust. On the basis of these two premises, it was tested whether positive affect from the completion of perceptual processes has implications for the formation of trust in first‐time business‐consumer interactions. We tested this hypothesis in four experiments, using the famous Kanizsa illusion as an exemplary perceptual process that has been shown to trigger positive affect. We found that participants trusted companies who featured a Kanizsa shape as their logo more than companies with closely matched logos that did not allow for the completion of a basic perceptual process. This was evident on self‐reported (Experiment 1) as well as behavioral (Experiments 2–4) measures of trust. This effect even persisted under incentivized conditions (Experiment 4) and was partially mediated by the intrinsic pleasantness of perception (Experiment 3). These findings for the first time demonstrate that positive affect is not the only consequence of perception, but rather has further trickle‐down consequences for social judgments and economic decision making. Perceptual illusions seem to elicit illusory trust. Therefore, these novel findings bear important implications not only for both logo design and marketing but also for consumer decision making.

中文翻译：

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虚幻的信任：Kanizsa的形状会偶然增加信任和投资意愿

先前的研究表明，基本感知过程的完成本质上是令人愉快的。在缺乏对信任度的诊断和客观提示的情况下，诸如积极影响之类的非诊断性因素可能会偶然导致举报的和行为上的信任。在这两个前提的基础上，测试了感知过程完成所产生的积极影响是否对首次商业与消费者互动中信任的形成有影响。我们使用著名的卡尼萨幻觉作为示例性知觉过程，在四个实验中检验了这一假设，该过程已被证明可以触发积极的影响。我们发现，与那些带有紧密匹配徽标且不允许完成基本感知过程的徽标的公司相比，参与者更信任以Kanizsa形状作为徽标的公司。这在自我报告（实验1）和行为（实验2–4）信任度上很明显。该效应甚至在激励条件下持续存在（实验4），并部分地由感知的内在愉悦感进行介导（实验3）。这些发现首次证明，积极的影响不是感知的唯一结果，而是对社会判断和经济决策的进一步trick足后果。知觉幻觉似乎引起幻觉信任。因此，这些新颖的发现不仅对徽标设计和营销，而且对消费者的决策都具有重要意义。该效应甚至在激励条件下持续存在（实验4），并部分地由感知的内在愉悦感进行介导（实验3）。这些发现首次证明，积极的影响不是感知的唯一结果，而是对社会判断和经济决策的进一步trick足后果。知觉幻觉似乎引起幻觉信任。因此，这些新颖的发现不仅对徽标设计和营销，而且对消费者的决策都具有重要意义。该效应甚至在激励条件下持续存在（实验4），并部分地由感知的内在愉悦感进行介导（实验3）。这些发现首次证明，积极的影响不是感知的唯一结果，而是对社会判断和经济决策的进一步trick足后果。知觉幻觉似乎引起幻觉信任。因此，这些新颖的发现不仅对徽标设计和营销，而且对消费者的决策都具有重要意义。知觉幻觉似乎引起幻觉信任。因此，这些新颖的发现不仅对徽标设计和营销，而且对消费者的决策都具有重要意义。知觉幻觉似乎引起幻觉信任。因此，这些新颖的发现不仅对徽标设计和营销，而且对消费者的决策都具有重要意义。