Does mere exposure enhance positive evaluation,independent of stimulus recognition? A replication study in Japan and the USA1

Abstract: In order to examine whether the mere exposure effect, the finding that exposure to a stimulus enhances a positive evaluation of it, occurs in Japan as well as in the USA, a test was carried out using a novel auditory stimulus. Japanese and American people were asked to listen to repeatedly presented Tagalog (the native Filipino language) utterances. They were then asked to estimate their liking for each utterance and whether they recognized it as one presented during the first exposure stage. The mere exposure effect was found in both cultures. Further, it resulted from only exposure frequency, not recognition. Implications for preference and the role of culture are discussed.     

中性词和负性词的纯粹接触效应

纯粹接触效应指刺激的重复呈现能增加个体对该刺激的喜好。该研究考察中性和负性情绪的非新异刺激能否产生纯粹接触效应。首先评定挑选出本身不使人产生偏好倾向的中性和负性词对。实验一、二分别以所选中性词和负性词为材料, 每个词阈下呈现6次或1次, 后进行偏好判断和再认判断。结果发现, 对多次接触的中性词,偏好分数显著高于随机水平, 再认成绩与随机水平无显著差异; 对多次接触的负性词, 偏好分数和再认成绩均与随机水平相比无显著差异。研究表明, 在阈下呈现的条件下, 中性的非新异刺激能产生经典纯粹接触效应, 而负性非新异刺激则无此种效应。负性情绪材料纯粹接触效应的这一特异性可用加工水平模型解释。     

Concurrent processes: The affect-cognition relationship within the context of the “mere exposure” phenomenon

The affect-cognition relationship and Zajonc’s (1968) “mere exposure” hypothesis were examined in two studies that involved ratings of: (1) preference and familiarity for geometric forms previously scaled for complexity and (2) preference or height and familiarity for male yearbook pictures previously scaled for attractiveness or height. Two exceptions to his hypothesis were noted: simple geometric forms and unattractive faces showed satiation, and faces seen once before were rated more attractive than both novel faces and faces seen twice before. Moreover, mere exposure effects were noted with a nonaffective dimension (height). The major finding was that presentation frequency generally manifested independent relations to affect and rated familiarity, as well as to height and rated familiarity, therefore evoking a concurrent response process Eriksen, 1960).     

Mere exposure has differential effects on attention allocation to threatening and neutral stimuli

The mere exposure (ME) effect is the phenomenon whereby familiar stimuli are rated more positively than their novel counterparts (e.g., Zajonc, 1968). Though the effect of mere familiarity on a variety of affective judgments is robust and well documented, relatively little research has examined the effects of ME on other non-affective outcomes. The current research addressed this issue by examining the effects of ME on selective attention to threatening and neutral stimuli. We predicted and found that threatening stimuli, which typically arouse negative affect and capture attention, were attended to less following ME; conversely, neutral stimuli, which typically do not arouse affect nor capture attention, were attended to more following ME. The implications of these findings for the literatures on mere exposure and attention are discussed as are speculations about mediators of these effects.     

Subjective,physiological, and behavioural responses towards evaluatively conditioned stimuli

Evaluative Conditioning (EC) is commonly defined as the change in liking of a stimulus (conditioned stimulus, CS) due to its pairings with an affective unconditioned stimulus (US). In Experiment 1, we investigated effects of repeated stimulus pairings on affective responses, i.e. valence and arousal ratings, pupil size, and duration estimation. After repeatedly pairing the CSs with affective USs, a consistent pattern of affective responses emerged: The CS_negative was rated as being more negative and more arousing, resulted in larger pupils, and was temporally overestimated compared to the CS_neutral. In Experiment 2, the influence of a mere instruction about the contingency between a CS and US on affective responses was examined. After mere instruction about upcoming pairings between the CS and US, subjective ratings also changed, but there was neither evidence for differential pupillary responses nor for differential temporal processing. The results indicate that EC via pairings or instructions can change the affective responses towards formerly neutral stimuli and introduce pupil size as a physiological measure in EC research. However, Experiment 2 suggests that there might be moderating factors based on the type of EC procedure involved.     

Dissociating mere exposure and repetition priming as a function of word type

The mere exposure effect is defined as enhanced attitude toward a stimulus that has been repeatedly exposed. Repetition priming is defined as facilitated processing of a previously exposed stimulus. We conducted a direct comparison between the two phenomena to test the assumption that the mere exposure effect represents an example of repetition priming. In two experiments, having studied a set of words or nonwords, participants were given a repetition priming task (perceptual identification) or one of two mere exposure (affective liking or preference judgment) tasks. Repetition priming was obtained for both words and nonwords, but only nonwords produced a mere exposure effect. This demonstrates a key boundary for observing the mere exposure effect, one not readily accommodated by a perceptual representation systems (Tulving & Schacter, 1990) account, which assumes that both phenomena should show some sensitivity to nonwords and words.     

Physical pain induces negative person perception

We examined the hypothesis that pain increases negative person perception of irrelevant others in both medical and laboratory settings in three studies. Patients perceived a nurse as more negative if the injection they received from the nurse produced more pain (Pilot Study). Patients rated neutral faces as more negative after receiving an injection than before it (Study 1). Participants who performed a painful cold pressor task rated neutral faces as more negative than a control group, but this effect only appeared for those with low perceived social support (Study 2). These findings suggest that one's experience of physical pain may be metaphorically transferred to perceptions of completely irrelevant others, inducing negative interpersonal perception. And perceived social support can ameliorate the negative effect.     

Exposure effects and associative learning

The contributions of initial stimulus affect and of associative learning to the effects of repeated stimulus exposures were examined in two experiments. Stimuli that were initially positive and stimuli that were initially negative were presented for different number of times, and subjects rated these stimuli afterward on a number of affective dimensions. In all cases, except when negative affect was associatively paired with every stimulus exposure, affective responses became increasingly more positive with increasing exposures. The results were taken to indicate that the exposure effect can overcome an initially negative stimulus affect when the conditions of the mere exposure hypothesis are satisfied. Initial stimulus affect and associative learning of affect were shown to be independent factors, the first influencing the intercept of the exposure function, the second its slope.     

Updating positive and negative stimuli in working memory in depression

Difficulties in the ability to update stimuli in working memory (WM) may underlie the problems with regulating emotions that lead to the development and perpetuation of mood disorders such as depression. To examine the ability to update affective material in WM, the authors had diagnosed depressed and never-disordered control participants perform an emotion 2-back task in which participants were presented with a series of happy, sad, and neutral faces and were asked to indicate whether the current face had the same (match-set) or different (break-set or no-set) emotional expression as that presented 2 faces earlier. Participants also performed a 0-back task with the same emotional stimuli to serve as a control for perceptual processing. After transforming reaction times to control for baseline group differences, depressed and nondepressed participants exhibited biases in updating emotional content that reflects the tendency to keep negative information and positive information, respectively, active in WM. Compared with controls, depressed participants were both slower to disengage from sad stimuli and faster to disengage from happy facial expressions. In contrast, nondepressed controls took longer to disengage from happy stimuli than from neutral or sad stimuli. These group differences in reaction times may reflect both protective and maladaptive biases in WM that underlie the ability to effectively regulate negative affect.     

Examining effects of preconscious mere exposure: An inattentional blindness approach

An increase in affective preference for stimuli, which a person has been repeatedly exposed to, is known as mere exposure effect. This effect has been shown for stimuli that are processed subliminally, that is, below the threshold of awareness. This study fills a current research gap by investigating mere exposure effects under processing that is preconscious, which follows from a high stimulus strength but absence of top-down amplification. In three experiments (N = 240 in total) preconscious processing was evoked using an inattentional blindness paradigm, which allowed the processing of stimuli (nonwords or Chinese symbols) under complete inattention. Contrary to our hypothesis, we did not find a mere exposure effect in our experiments. We expand the current state of knowledge by discussing the distractor devaluation effect and the attentional set of participants as possible reasons for the absence of the mere exposure effect. Directions for future investigations are outlined.     

Negative priming reduces affective ratings

The mere exposure effect is the commonly observed increase in pleasantness ratings of stimuli that have been given prior exposure. According to the fluency attribution account of the mere exposure effect, repeated presentations of a stimulus lead to increased ease of processing, which in turn is attributed to pleasantness. If so, processing fluency manipulated by means other than repetition should influence liking. In the present experiment, processing fluency was manipulated using a negative priming procedure, and its influence on affective judgement was examined. Previously ignored stimuli were responded to slower (negative priming) and were rated as less pleasant than controls. It was concluded that decreased processing fluency decreases liking of previously ignored stimuli.     

Processing of negative stimuli facilitates event-based prospective memory only under low memory load

Event-based prospective memory (PM) is related to the ability to execute a previously planned action at the appropriate situation. Previous literature showed enhanced performance when emotional stimuli are used as PM targets. However, it was entirely unexplored whether this effect is susceptible to prospective memory load (PML), related to the number of target events that are relevant for the pending PM task. Here we presented participants with angry or neutral faces for an identity judgment (ongoing task). A different number of faces, depending on low vs. high levels of PML, served as PM targets. The results showed better PM performance following negative than neutral targets, but only under low levels of PML. This indicates that the bottom-up facilitation driven by negative stimuli serving as PM targets dramatically depends on the available attention resources allocated for monitoring the incoming information.     

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

Processing fluency plays a large role in forming judgments, as research repeatedly shows. According to the Hedonic Fluency Model, more fluently processed stimuli are rated more affectively positive than less fluently processed stimuli. Most research documenting such findings uses neutral or positive stimuli with low complexity, thus any potential impact of initial stimulus valence cannot be tested. In the present study, 60 IAPS stimuli ranging from very negative to very positive valence were rated on liking by participants. Processing fluency was manipulated through perceptual priming (7 ms). Results of Experiment 1 (N = 35) support the prediction of the Hedonic Fluency Model, but only for stimuli with an initially positive valence. However, when negative stimuli were processed more fluently, they were rated as more negative than when processed less fluently. Experiment 2 (N = 39) showed that enhancing the accessibility of the stimulus content (via prolonging the prime duration to 100 ms) cannot account for the results of Experiment 1, since Experiment 2 failed to replicate the findings obtained in Experiment 1. Potential factors influencing affective evaluation of negative stimuli are discussed. A model is offered for the reinterpretation of processing fluency as an amplifying factor for evaluative judgment.     

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.     

Vigilance for threat: effects of anxiety and defensiveness

Eysenck’s (1997) theory that attentional biases for threat vary as an interactive function of trait anxiety and defensiveness was tested using a visual probe task. Two stimulus exposure conditions were used to explore a secondary issue concerning attentional allocation over time. Results indicated that, among high trait anxious participants, only those with low levels of defensiveness showed vigilance for threatening faces presented for 500 ms. They also showed an attentional preference for neutral faces, relative to happy faces, irrespective of exposure condition. This pattern was reversed in high trait anxious participants with high levels of defensiveness, who showed an attentional bias towards happy faces (relative to neutral faces) under both exposure conditions. The findings are discussed in relation to their implications for (a) the significance of measures of defensiveness for the conceptualization of high trait anxious individuals, and (b) the status of anxiety-related biases at different stages of information processing.     

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.     

The contextual malleability of approach-avoidance training effects: approaching or avoiding fear conditioned stimuli modulates effects of approach-avoidance training

Previous research showed that the repeated approaching of one stimulus and avoiding of another stimulus typically leads to more positive evaluations of the former stimuli. In the current study, we examined whether approach and avoidance training (AAT) effects on evaluations of neutral stimuli can be modulated by introducing a regularity between the approach-avoidance actions and a positive or negative (feared) stimulus. In an AAT task, participants repeatedly approached one neutral non-word and avoided another neutral non-word. Half of the participants also approached a negative fear-conditioned stimulus (CS+) and avoided a conditioned safe stimulus (CS?). The other half of the participants avoided the CS+ and approached the CS?. Whereas participants in the avoid CS+ condition exhibited a typical AAT effect, participants in the approach CS+ condition exhibited a reversed AAT effect (i.e. they evaluated the approached neutral non-word as more negative than the avoided non-word). These findings provide evidence for the malleability of the AAT effect when strongly valenced stimuli are approached or avoided. We discuss the practical and theoretical implications of our findings.     

Repeated exposure to objects and peers in a play setting

Two hypotheses were contrasted. One posed a positive relationship between mere repeated exposure and preference for stimulus of concern; the other predicted that preference for stimuli would be modulated by their relative novelty and complexity. These hypotheses were tested within the context of a naturalistic play situation in which 40 4- to 5-year-old children were repeatedly exposed to and interacted with play settings differing in complexity. Overt preference for play objects declined with repeated exposure, the rate of decline being inversely determined by the complexity of the play stimuli. Preference for peers, however, increased as a function of repeated exposure, with the amount of increase being an inverse function of the complexity of the external setting.     

The role of cognitive control mechanisms in selective attention towards emotional stimuli

The role of cognitive control mechanisms in reducing interference from emotionally salient distractors was investigated. In two experiments, participants performed a flanker task in which target-distractor affective compatibility and cognitive load were manipulated. Differently from past studies, targets and distractors were presented at separate spatial locations and cognitive load was not domain-specific. In Experiment 1, words (positive vs. negative) and faces (angry, happy or neutral faces), were used respectively as targets and distractors, whereas in Experiment 2, both targets (happy vs. angry) and distractors were faces. Findings showed interference from distractor processing only when cognitive load was high. The present findings indicate that, when targets and distractors are presented at different spatial locations, cognitive control mechanisms are involved in preventing interference from positive (Exp. 1) or negative distractors (Exp. 2). The role of stimulus valence and type is also discussed with regard to different patterns of interference observed.