The mere exposure effect and recognition memory

This investigation explores the relationship between liking ratings and recognition performance for obscure classical and Russian music melodies. Past studies have explored if awareness of stimulus presentation affects the mere exposure effect (MEE) (Bornstein, 1989; Bornstein & D'Agostino, 1992). We investigate if the type of awareness (i.e., "remembering" an actual occurrence of hearing the melody vs. "knowing" that one is familiar with the melody in a more general, less contextualised sense; Tulving, 1985) affects the MEE. In Experiment 1, we administered the liking test and the recognition test within the same test block and found that liking ratings for "remembered" melodies were on average higher than those for melodies that were merely "known". Although the recognition data replicate the findings of Gardiner, Kaminska, Dixon, and Java (1996) whereby remember and know responses to a given stimulus react differently to repetition from one to three trials, liking data did not vary with the degree of exposure. In addition, our adoption of the recognition category "guess" resulted in a pattern of results that is not only different from previous studies but illustrates the importance of judged, instead of true, old/new status in determining liking. The basic findings of Experiment 1 were replicated in Experiment 2 in which the liking test was conducted prior to the recognition test. Implications of these findings for theories of MEE are discussed.     

Stimulus recognition and the mere exposure effect.

A meta-analysis of research on Zajonc's (1968) mere exposure effect indicated that stimuli perceived without awareness produce substantially larger exposure effects than do stimuli that are consciously perceived (Bornstein, 1989a). However, this finding has not been tested directly in the laboratory. Two experiments were conducted comparing the magnitude of the exposure effect produced by 5-ms (i.e., subliminal) stimuli and stimuli presented for longer durations (i.e., 500 ms). In both experiments, 5-ms stimuli produced significantly larger mere exposure effects than did 500-ms stimuli. These results were obtained for polygon (Experiment 1), Welsh figure (Experiment 2), and photograph stimuli (Experiments 1 and 2). Implications of these findings for theoretical models of the mere exposure effect are discussed.     

Implicit /explicit memory versus analytic/nonanalytic processing: Rethinking the mere exposure effect

In studies of the mere exposure effect, rapid presentation of items can increase liking without accurate recognition. The effect on liking has been explained as a misattribution of fluency caused by prior presentation. However, fluency is also a source of feelings of familiarity. It is, therefore, surprising that prior experience can enhance liking without also causing familiarity-based recognition. We suggest that when study opportunities are minimal and test items are perceptually similar, people adopt an analytic approach, attempting to recognize distinctive features. That strategy fails because rapid presentation prevents effective encoding of such features; it also prevents people from experiencing fluency and a consequent feeling of familiarity. We suggest that the liking-without-recognition effect results from using an effective (nonanalytic) strategy in judging pleasantness, but an ineffective (analytic) strategy in recognition. Explanations of the mere exposure effect based on a distinction between implicit and explicit memory are unnecessary.     

Infant long-term memory for associations formed during mere exposure

We previously found that young infants spontaneously associate stimuli that they merely see together. Using a sensory preconditioning paradigm with 6- and 9-month-olds, we asked how long such associations remain latent before being forgotten and what exposure conditions affect their persistence. Groups were preexposed to two puppets for 1 h/day for 2 days, 1 h on 1 day, or 1 h on 1 day in two sessions; 1-27 days later, target actions were modeled on one puppet, and infants were tested with the other puppet 1 day later. The longest delay after which infants imitated the actions on the other puppet defined how long they remembered the association. The data revealed that the preexposure regimen determined retention. Regardless of exposure time, both ages remembered the association longer after two sessions, and younger infants remembered longer than older infants - for 4 weeks - after two 30-min sessions on 1 day.     

Self-generated visual imagery alters the mere exposure effect

To determine whether self-generated visual imagery alters liking ratings of merely exposed stimuli, 79 college students were repeatedly exposed to the ambiguous duck—rabbit figure. Half the participants were told to picture the image as a duck and half to picture it as a rabbit. When participants made liking ratings of both disambiguated versions of the figure, they rated the version consistent with earlier encoding more positively than the alternate version. Implications of these findings for theoretical models of the exposure effect are discussed.     

The mere exposure effect for visual image

Mere exposure effect refers to a phenomenon in which repeated stimuli are evaluated more positively than novel stimuli. We investigated whether this effect occurs for internally generated visual representations (i.e., visual images). In an exposure phase, a 5 × 5 dot array was presented, and a pair of dots corresponding to the neighboring vertices of an invisible polygon was sequentially flashed (in red), creating an invisible polygon. In Experiments 1, 2, and 4, participants visualized and memorized the shapes of invisible polygons based on different sequences of flashed dots, whereas in Experiment 3, participants only memorized positions of these dots. In a subsequent rating phase, participants visualized the shape of the invisible polygon from allocations of numerical characters on its vertices, and then rated their preference for invisible polygons (Experiments 1, 2, and 3). In contrast, in Experiment 4, participants rated the preference for visible polygons. Results showed that the mere exposure effect appeared only when participants visualized the shape of invisible polygons in both the exposure and rating phases (Experiments 1 and 2), suggesting that the mere exposure effect occurred for internalized visual images. This implies that the sensory inputs from repeated stimuli play a minor role in the mere exposure effect. Absence of the mere exposure effect in Experiment 4 suggests that the consistency of processing between exposure and rating phases plays an important role in the mere exposure effect.     

Some observations upon perceptual organization and the mere exposure effect

The mere repetition of events tends to enhance subjective familiarity and subjective preference for those events. It has been shown that the enhancement of subjective preference is neither contingent upon a feeling of familiarity nor an awareness of the physical identity of the stimulus during learning. This finding is surprising since the weight of existing theoretical and empirical evidence suggests that subjective preference is derivative of familiarity. An experiment was conducted to test the hypothesis that at least one preattentive/preconscious product, figure-ground organization, is shared between the processes responsible for preference enhancement and those responsible for the enhancement of recognition memory. There were two significant findings. First, subjects were able to discriminate between objectively familiar stimuli and objectively unfamiliar stimuli on the basis of preference judgments but were unable to do so on the basis of familiarity judgments. Second, preference enhancement occurred only for those objectively familiar stimuli for which the figure-ground aspects had not been phenomenally reversed. The significance of these findings is discussed.     

The relationship between the structural mere exposure effect and the implicit learning process

Three experiments are reported that investigate the relationship between the structural mere exposure effect (SMEE) and implicit learning in an artificial grammar task. Subjects were presented with stimuli generated from a finite-state grammar and were asked to memorize them. In a subsequent test phase subjects were required first to rate how much they liked novel items, and second whether or not they thought items conformed to the rules of the grammar. A small but consistent effect of grammaticality was found on subjects' liking ratings (a "structural mere exposure effect") in all three experiments, but only when encoding and testing conditions were consistent. A change in the surface representation of stimuli between encoding and test (Experiment 1), memorizing fragments of items and being tested on whole items (Experiment 2), and a mismatch of processing operations between encoding and test (Experiment 3) all removed the SMEE. In contrast, the effect of grammaticality on rule judgements remained intact in the face of all three manipulations. It is suggested that rule judgements reflect attempts to explicitly recall information about training items, whereas the SMEE can be explained in terms of an attribution of processing fluency.     

The mere exposure effect for consumer products as a consequence of existing familiarity and controlled exposure

The finding that repeated exposure to a stimulus enhances attitudes directed towards it is a well-established phenomenon. Despite this, the effects of exposure to products are difficult to determine given that they could have previously been exposed to participants any number of times. Furthermore, factors other than simple repeated exposure can influence affective evaluations for stimuli that are meaningful. In our first study, we examined the influence of existing familiarity with common objects and showed that the attractiveness of shapes representing common objects increases with their rated commonness. In our second study, we eliminated the effects of prior exposure by creating fictitious yet plausible products; thus, exposure frequency was under complete experimental control. We also manipulated the attention to be drawn to the products' designs by placing them in contexts where their visual appearance was stressed to be important versus contexts in which it was indicated that little attention had been paid to their design. Following mere exposure, attractiveness ratings increased linearly with exposure frequency, with the slope of the function being steeper for stimuli presented in an inconspicuous context—indicating that individuals engage in more deliberate processing of the stimuli when attention is drawn to their visual appearance.     

Visual and tactile cross-modal mere exposure effects

The affective system enables people to perceive and judge the emotional content of stimuli from various sensory modalities. Cross-modal interactions in affective processes, however, are less well understood. Using novel three-dimensional objects, we investigated cross-modal mere exposure effects between vision and touch. Previewing objects increased the preference judged by hand, while pre-touching did not modulate the preference judged by vision. Moreover, these effects were found to be independent of recognition performance, suggesting a dissociation between affective and cognitive processing. Our demonstration of a cross-modal mere exposure effect suggests that the affective system integrates inputs from visual and tactile modalities asymmetrically.     

The mere exposure effect is sensitive to color information: evidence for color effects in a perceptual implicit memory test

Priming effects in perceptual tests of implicit memory are assumed to be perceptually specific. Surprisingly, changing object colors from study to test did not diminish priming in most previous studies. However, these studies used implicit tests that are based on object identification, which mainly depends on the analysis of the object shape and therefore operates color-independently. The present study shows that color effects can be found in perceptual implicit tests when the test task requires the processing of color information. In Experiment 1, reliable color priming was found in a mere exposure design (preference test). In Experiment 2, the preference test was contrasted with a conceptually driven color-choice test. Altering the shape of object from study to test resulted in significant priming in the color-choice test but eliminated priming in the preference test. Preference judgments thus largely depend on perceptual processes. In Experiment 3, the preference and the color-choice test were studied under explicit test instructions. Differences in reaction times between the implicit and the explicit test suggest that the implicit test results were not an artifact of explicit retrieval attempts. In contrast with previous assumptions, it is therefore concluded that color is part of the representation that mediates perceptual priming.     

Understanding the relationship between repetition priming and mere exposure

Over the last two decades interest in implicit memory, most notably repetition priming, has grown considerably. During the same period, research has also focused on the mere exposure effect. Although the two areas have developed relatively independently, a number of studies has described the mere exposure effect as an example of implicit memory. Tacit in their comparisons is the assumption that the effect is more specifically a demonstration of repetition priming. Having noted that this assumption has attracted relatively little attention, this paper reviews current evidence and shows that it is by no means conclusive. Although some evidence is suggestive of a common underlying mechanism, even a modified repetition priming (perceptual fluency/attribution) framework cannot accommodate all of the differences between the two phenomena. Notwithstanding this, it seems likely that a version of this theoretical framework still offers the best hope of a comprehensive explanation for the mere exposure effect and its relationship to repetition priming. As such, the paper finishes by offering some initial guidance as to ways in which the perceptual fluency/attribution framework might be extended, as well as outlining important areas for future research.     

The subliminal mere exposure effect does not generalize to structurally related stimuli.

R.F. Bornstein (1994) questioned whether subliminal mere exposure effects might generalize to structurally related stimuli, thereby providing evidence for the existence of implicit learning. Two experiments examined this claim using letter string stimuli constructed according to the rules of an artificial grammar. Experiment 1 demonstrated that brief, masked exposure to grammatical strings impaired recognition but failed to produce a mere exposure effect on novel structurally related strings seen at test. Experiment 2 replicated this result but also demonstrated that a reliable mere exposure effect could be obtained, provided the same grammatical strings were presented at test. The results suggest that the structural relationship between training and test items prevents the mere exposure effect when participants are unaware of the exposure status of stimuli, and therefore provide no evidence for the existence of implicit learning.     

Implicit preferences: the role(s) of familiarity in the structural mere exposure effect

In four experiments using an artificial grammar (AG) learning procedure, the authors examined the links between the "classic" mere exposure effect [heightened affect for previously encountered stimulus items (Bornstein, 1989; Zajonc, 1968)] and the "structural" mere exposure effect [greater hedonic appreciation for novel stimuli that conform to an implicitly acquired underlying rule system (Gordon & Holyoak, 1983)]. After learning, participants: (a) classified stimuli according to whether they conformed to the principles of the grammar and, (b) rated them in terms of how much they liked them. In some experiments unusual and unfamiliar symbols were used to instantiate the AG, in others highly familiar characters were used. In all cases participants showed standard AG learning. However, whether the two exposure effects emerged was dependent on symbol familiarity. Symbols with high a priori familiarity produced a structural mere exposure effect. Moderately familiar symbols produced only the classic, but not the structural, mere exposure effect. Highly unfamiliar symbols produced neither exposure effect. Results are discussed in the context of implicit learning theory and implications for a general theory of aesthetics are presented.     

Alexithymia tendencies and mere exposure alter social approachability judgments

ABSTRACT People have a fundamental motivation for social connection and social engagement, but how do they decide whom to approach in ambiguous social situations? Subjective feelings often influence such decisions, but people vary in awareness of their feelings. We evaluated two opposing hypotheses based on visual familiarity effects and emotional awareness on social approachability judgments. These hypotheses differ in their interpretation of the familiarity or mere exposure effect with either an affective or cognitive interpretation. The responses of our 128‐student sample supported the cognitive interpretation. Lower emotional awareness or higher alexithymia was associated with higher approachability judgments to familiarized faces and lower approachability judgments to novel faces. These findings were independent of the Big Five personality factors. The results indicate that individual differences in emotional awareness should be integrated into social decision‐making models. The results also suggest that cognitive‐perceptual alterations may underlie the poorer social outcomes associated with alexithymia.     

Gustave Caillebotte,French Impressionism,and mere exposure

Gustave Caillebotte was a painter, a collector of some of his colleagues’ most renowned works, and a major force in the creation of the late 19th century French Impressionist canon. Six studies are presented as a naturalistic investigation of the effects of mere exposure to images in his collection and to those matched to them. The probabilities of cultural exposure to the 132 stimulus images were indexed by the frequencies of their separate appearances in Cornell University library books—a total of 4,232 times in 980 different books. Across the studies, adult preferences were correlated with differences in image frequencies, but not with recognition, complexity, or prototypicality judgments; children’s preferences were not correlated with frequency. Prior cultural exposure also interacted with experimental exposure in predictable ways. The results suggest that mere exposure helps to maintain an artistic canon.     

Multiple context mere exposure: Examining the limits of liking

Recent evidence suggests that increased liking of exposed stimuli—a phenomenon known as the mere exposure effect—is dependent on experiencing the stimuli in the same context at exposure and test. Three experiments extended this work by examining the effect of presenting target stimuli in single and multiple exposure contexts. Target face stimuli were repeatedly paired with nonsense words, which took the role of contexts, across exposure. On test, the mere exposure effect was found only when the target face stimuli were presented with nonsense word cues (contexts) with which they had been repeatedly paired. The mere exposure effect was eliminated when exposure to target face stimuli with the nonsense word cues (contexts) was minimal, despite the overall number of exposures to the target face being equated across single- and multiple-context exposure conditions. The results suggest that familiarity of the relationship between stimuli and their context, not simply familiarity of the stimuli themselves, leads to liking. The finding supports a broader framework, which suggests that liking is partly a function of the consistency between past and present experiences with a target stimulus.     

Subliminal mere exposure and explicit and implicit positive affective responses

Research suggests that repeated subliminal exposure to environmental stimuli enhances positive affective responses. To date, this research has primarily concentrated on the effects of repeated exposure on explicit measures of positive affect (PA). However, recent research suggests that repeated subliminal presentations may increase implicit PA as well. The present study tested this hypothesis. Participants were either subliminally primed with repeated presentations of the same stimuli or only exposed to each stimulus one time. Results confirmed predictions showing that repeated exposure to the same stimuli increased both explicit and implicit PA. Implications for the role of explicit and implicit PA in attitudinal judgements are discussed.     

A self-validation perspective on the mere thought effect

Self-generated thought has an important impact on attitude change, with repeated demonstrations of increased opportunity for thought about an attitude object increasing attitude extremity. The traditional explanation for this mere thought effect is that more time to think allows people to produce more attitude-consistent thoughts, which polarize their attitudes. Expanding on this structural perspective, the current research explores a metacognitive account for the effect of time on attitude polarization. Three experiments demonstrate that thought confidence plays an independent mediating role in the mere thought effect (Experiment 1), that it accounts for reversals in the mere thought effect when people have too much time to think (Experiment 2), and that this reversal is tied to the difficulty people have retrieving thoughts when too much time is provided (Experiment 3). Thus, taking metacognitive features of thought into account sheds new light on self-persuasion in the mere thought paradigm.     

Novel stimuli are negative stimuli: evidence that negative affect is reduced in the mere exposure effect

Repeated exposure of a nonreinforced stimulus results in an increased preference for that stimulus, the mere exposure effect. The present study repeatedly presented positive, negative, and neutrally affective faces to 48 participants while they made judgments about the emotional expression. Participants then rated the likeability of novel neutrally expressive faces and some of these previously presented faces, this time in their neutral expression. Faces originally presented as happy were rated as the most likeable, followed by faces originally presented as neutral. Negative and novel faces were not rated significantly differently from each other. These findings support the notion that the increase in preference towards repeatedly presented stimuli is the result of the reduction in negative affect, consistent with the modified two-factor uncertainty-reduction model and classical conditioning model of the mere exposure effect.