It is often seen in research that matching or consistency triggers consumers to "feel right", but these studies do not clearly explain what "feeling right" is, and what is the difference between "feeling right" and perceived fluency?
The question cannot be answered in an academic style, except in a trivial sense. Human beings are extremely complex and dynamic and "feeling right" could only be a wholistic combination of many conditions -- in combination and in dynamic and complementary balance -- during a particular subjective "moment".
So I see it as appropriate that academic psychology and marketing have NOT tried to define "feeling right", since it would never match the dynamism of the human experience, and design or other projects based on the definition would only be degrading and partial.
A cultural analogy is the nature of the "superior person's" action in the Yijing, which depends on "the time" and conditions and other factors.
'feeling right' is a subjective experience therefore it cannot be defined accurately.
What advantage does Objective have, that would support accuracy in definition?
In the marketing research we have done, we analyzed the reactions of consumers to the stimuli measuring their BIS/BAS index based on our patented method of EEG signal processing.
In well-prepared studies, I believe one can associate the "feeling right" state with a BAS reaction associated with arousal.
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