The influence of stimulus incongruity on the familiarity effect in visual selection

A consistent finding in the literature concerning visual selection is that a stimulus exposed to S subsequently loses some of its potential to elicit looking responses. Studies examining the familiarity effect in visual selection have not systematically examined the influence on that effect of various stimulus characteristics possessed by the familiarized stimulus. The present experiments examined the relationship between the magnitude of the familiarity effect and the level of incongruity represented by the familiarized stimulus and found it to be increasing and monotonie. In addition, Experiment 3 examined the generality of reports that familiarized stimuli are “liked” less than their unfamiliarized counterparts. The ease of explaining the results of the experiments using an “affect change” model of the familiarity effect and an “inforjnation-conflict resolution” model of that effect are discussed.