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The Mere Exposure Effect Is Differentially Sensitive to Different Judgment Tasks,☆☆

https://doi.org/10.1006/ccog.1998.0334Get rights and content

Abstract

The mere exposure effect is the increase in positive affect that results from the repeated exposure to previously novel stimuli. We sought to determine if judgments other than affective preference could reliably produce a mere exposure effect for two-dimensional random shapes. In two experiments, we found that brighter and darker judgments did not differentiate target from distracter shapes, liking judgments led to target selection greater than chance, and disliking judgments led to distracter selection greater than chance. These results for brighter, darker, and liking judgments were obtained regardless of whether shape recognition was greater (Experiment 1) or not greater (Experiment 2) than chance. Effects of prior exposure to novel shapes were reliably observed only for affective judgment tasks. These results are inconsistent with general predictions made by the nonspecific activation hypothesis, but not the affective primacy or perceptual fluency hypotheses which were discussed in terms of cognitive neuroscience research.

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      In a second step, this change is then related to evaluations of the stimulus, for instance increased liking (Bonanno & Stillings, 1986; Bornstein & D’Agostino, 1994; Jacoby, Kelley, & Dywan, 1989; Klinger & Greenwald, 1994; Mandler, Nakamura, & Van Zandt, 1987; Seamon, Brody & Kauff, 1983; Smith, 1998). However, several studies have shown that affect does play a role in the origin of the MEE (Mandler et al., 1987; Seamon, McKenna, & Binder, 1998; Winkielman & Cacioppo, 2001). In contrast to strictly cognitive explanations, Zajonc has stressed an affective explanation of the MEE.

    • The Fluency Amplification Model: Fluent stimuli show more intense but not evidently more positive evaluations

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      Mandler et al. (1987), for example, showed that stimuli were judged as more pleasant, lighter, and darker depending on the respective task. These findings, however, could not be replicated (see Seamon, McKenna, & Binder, 1998). Similar effects were observed in the realm of research around the “mere-exposure” effect (Zajonc, 1968): Brickman, Redfield, Harrison, and Crandall (1972) reported increasing preference for initially neutrally or positively rated abstract paintings as a function of exposure.

    • Gamma oscillations distinguish mere exposure from other likability effects

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      However, this result is not universal, and some researches have reported different MEE outcomes from subliminal exposure (e.g., Newell & Shanks, 2007). Regarding task requirements, reliable MEE has been measured through likability ratings or other affective scales such as approachability (e.g., Seamon, McKenna, & Binder, 1998). Although the MEE is considered a robust psychological phenomenon, the strength actually varies among individuals.

    • Familiarity preference in schizophrenia is associated with ambivalent attitudes towards others

      2013, Schizophrenia Research
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      The presence of a familiarity preference effect did not significantly predict lower negative trait judgments in healthy controls. This is consistent with research showing that processing facilitation is accompanied by positive affect (Winkielman and Cacioppo, 2001) without changes in negative affect (Seamon et al., 1998; Winkielman and Cacioppo, 2001). However, as hypothesized, we found that in patients, familiarity preference predicted greater negative trait judgments.

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    Correspondence should be addressed to John Seamon, Department of Psychology, Wesleyan University, Middletown, CT 06459-0408 〈e-mail:[email protected]〉.

    ☆☆

    R. PlutchikH. Kellerman

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