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.     

The influence of affective statements on performance on implicit and explicit memory tasks

Consumers are often exposed to brand names presented concurrently with information such as brand claims and warnings, prior to making product choices. As implicit memory has been implicated in the consumer choice process, two experiments were conducted to assess the influence of additional information, namely simple positive and negative statements, on implicit and explicit memory tasks. In Experiment 1, the mere presence of additional statements at study significantly reduced performance on a two‐alternatives forced recognition task. However, the same manipulation had no effect on implicit preference judgement task performance. The valence of the accompanying information had no effect on either task. In Experiment 2, using modified implicit and explicit choice tasks, performance on the former was unaffected by statement valence, whereas the latter task was. Hence, positive priming was obtained for brand names previously shown with negative information. The results of the experiments are discussed in relation to both implicit memory and consumer choice. Copyright © 2002 John Wiley & Sons, Ltd.     

Name Letter Preferences Are Not Merely Mere Exposure: Implicit Egotism as Self-Regulation

People prefer the letters in their own names to letters that are not in their own names. Furthermore, people prefer the numbers in their own birthdays to numbers not in their own birthdays. In this article we argue that these examples of implicit egotism are best conceptualized as the product of unconscious self-regulation processes rather than a result of mere exposure. In support of this hypothesis, a study of name-letter preferences showed that people preferred their own name letters even when these letters were relatively rare. Furthermore, the name-letter and birthday-number preferences of high and low self-esteem participants diverged in response to an experimentally manipulated self-concept threat. We conclude that implicit egotism, specifically name-letter and birthday-number preferences, represent a form of unconscious self-regulation. Implications of these results for the mere exposure explanation of name-letter preferences and for theory and research in implicit egotism 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.     

Action Generalization Across Group Members: Action Efficiency Matters

Actions are usually generalized among social group members. Importantly, the efficiency of an action with respect to achieving an external target determines action understanding, and it may have different degrees of social relevance to social groups. Thus, this study explored the role of action efficiency in action generalization. We used computer animations to simulate actions in social groups initiated by visual action cues or category labels, and we measured differences in response times between identifying actions that were and were not consistent with group members, without explicit requirements regarding generalization. It was found that in both visually introduced and explicitly labeled social groups, when the group members acted inefficiently toward the external object, perceivers identified group-consistent actions faster than group-inconsistent actions, indicating that the exemplars' common inefficient actions are generalized to the unknown ingroup member, accordingly facilitating the identification of expected consistent inefficient action (Experiment 1). As this effect was not present when removing social group cues, it was determined to be specific to social groups (Experiment 2). Importantly, such generalization was not observed when the identical action was deemed efficient toward the external object (Experiment 3) and was specific to the demonstration of the action being completed by multiple group members rather than being repeated twice by one group member, supporting the group-based inference and ruling out the possibility of the increased memorability of inefficient actions leading to more generalization relative to efficient actions (Experiment 4). Therefore, the efficiency of an action bounds the generalization of the action across social group members through a process that is spontaneous and implicit. This constrained action generalization may be due to inefficient actions being represented as culture-specific conventional forms.     

Categorical implicit learning in real-world scenes: evidence from contextual cueing

The present study examined the extent to which learning mechanisms are deployed on semantic-categorical regularities during a visual searching within real-world scenes. The contextual cueing paradigm was used with photographs of indoor scenes in which the semantic category did or did not predict the target position on the screen. No evidence of a facilitation effect was observed in the predictive condition compared to the nonpredictive condition when participants were merely instructed to search for a target T or L (Experiment 1). However, a rapid contextual cueing effect occurred when each display containing the search target was preceded by a preview of the scene on which participants had to make a decision regarding the scene's category (Experiment 2). A follow-up explicit memory task indicated that this benefit resulted from implicit learning. Similar implicit contextual cueing effects were also obtained when the scene to categorize was different from the subsequent search scene (Experiment 3) and when a mere preview of the search scene preceded the visual searching (Experiment 4). These results suggested that if enhancing the processing of the scene was required with the present material, such implicit semantic learning can nevertheless take place when the category is task irrelevant.     

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.     

Nontarget Markets and Viewer Distinctiveness: The Impact of Target Marketing on Advertising Attitudes

This research examines the effect of target marketing on members of the advertiser's intended audience as well as members not in the target market: the nontarget market. The results of 3 experiments show that unfavorable nontarget market effects are stronger for members of nondistinctive groups (e.g., Caucasian individuals, heterosexual individuals) and favorable target market effects are stronger for members of distinctive groups (e.g., African American individuals, homosexual individuals). The results of Experiment 2 demonstrate that the psychological processes by which target and nontarget market effects occur differ by viewer group: Felt similarity with sources in an advertisement drives target market effects for distinctive viewers, whereas felt targetedness drives target market effects for nondistinctive viewers. Finally, Experiment 3 shows that these consumer feelings of similarity or targetedness are associated with underlying processes of identification and internalization. Theoretical implications regarding the impact of distinctiveness theory in consumer persuasion effects and potential social effects of target marketing are discussed.     

Uncertainty reduction, self-enhancement, and ingroup identification

Two experiments tested the prediction that uncertainty reduction and self-enhancement motivations have an interactive effect on ingroup identification. In Experiment 1 (N = 64), uncertainty and group status were manipulated, and the effect on ingroup identification was measured. As predicted, low-uncertainty participants identified more strongly with a high- than low-status group, whereas high-uncertainty participants showed no preference; and low-status group members identified more strongly under high than low uncertainty, whereas high-status group members showed no preference. Experiment 2 (N = 210) replicated Experiment 1, but with a third independent variable that manipulated how prototypical participants were of their group. As predicted, the effects obtained in Experiment 1 only emerged where participants were highly prototypical. Low prototypicality depressed identification with a low-status group under high uncertainty. The implications of these results for intergroup relations and the role of prototypicality in social identity processes are discussed.     

Expectancies generated by recent exposure to melodic sequences

In four experiments, we examined the effects of exposure to unfamiliar tone sequences on melodic expectancy and memory. In Experiment 1, 30 unfamiliar tone sequences (target sequences) were presented to listeners three times each in random order (exposure phase), and listeners recorded the number of notes in each sequence. Listeners were then presented target and novel sequences and rated how well the final note continued the pattern of notes that preceded it. Novel sequences were identical to target sequences, except for the final note. Ratings were significantly higher for target sequences than for novel sequences, illustrating the influence of exposure on melodic expectancy. Experiment 2 confirmed that without exposure to target sequences, ratings were equivalent for target and novel sequences. In Experiment 3, new listeners were assessed for explicit memory for target sequences following the exposure phase. Recognition of target sequences was above chance, but unrelated to expectancy judgments in Experiment 1. Experiment 4 replicated the exposure effect, using a modified experiment design, and confirmed that the effect is not dependent on explicit memory for sequences. We discuss the idea that melodic expectancies are influenced by implicit memory for recently heard melodic patterns.     

The fate of originally presented surface information following recall errors in sentence memory tasks

Pictures are remembered better than their names. This picture superiority effect in episodic memory has been attributed either to the greater sensory distinctiveness of pictures or to their greater conceptual distinctiveness. Weldon and Coyote (1996) tested the conceptual distinctiveness hypothesis by comparing how well pictures as opposed to words primed in two conceptual implicit memory tasks (category production and word association). They found no picture superiority in priming and concluded that the basis of the picture superiority effect must then be pictures' greater sensory distinctiveness. Using the same logic, we compared how well pictures as opposed to words primed in a perceptual implicit memory task (picture and word fragment identification). The sensory distinctiveness theory would predict that pictures should prime picture fragment identification better than words prime word fragment identification, a result we call the picture superiority in within-form priming. Across three experiments which manipulated the encoding task at study, only one showed picture superiority in within-form priming. In contrast, in all three experiments there was robust picture superiority in recall, and exposure to pictures and words at study and test produced independent effects in which both study and test exposure to pictures was more effective for recall than exposure to words. We consider how these results might be reconciled by differences in retrieval demands between recall and fragment identification.     

Bilingualism affects picture naming but not picture classification

Bilinguals named pictures in their dominant language more slowly (and with more errors) than did monolinguals. In contrast, bilinguals named the same pictures as quickly as did monolinguals on the fifth presentation (in Experiment 2) and classified them (as human made or natural) as quickly and accurately as did monolinguals (in Experiment 1). In addition, bilinguals retrieved English picture names more quickly if they knew the name in both Spanish and English (on the basis of a translation test that bilinguals completed after the timed tasks), and monolingual response times for the same materials suggested that this finding was not obtained simply because names that were easier to translate were easier in general. These findings suggest that bilinguals differ from monolinguals at a postconceptual processing level, that implicit activation of lexical representations in the nontarget language can facilitate retrieval in the target language, and that being bilingual is analogous to having a lexicon full of lower frequency words, relative to monolinguals.     

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.     

Effects of retrieval practice on conceptual explicit and implicit consumer memory

Two experiments are reported that investigate the effects of retrieval practice on explicit and implicit memory for brand names. In Experiment 1, participants were exposed to a set of brand names pertaining to a range of product categories. Following this, participants practiced retrieving a subset of the brands before taking an explicit or implicit test for the brands. The explicit test, required recall of the brands in response to product category cues. The implicit test required the generation of the first brand names that came to mind. In both tests, prior retrieval produced retrieval‐induced forgetting of the non‐practiced brands. Experiment 2 replicated this effect under conditions designed to reduce explicit contamination. In addition, Experiment 2 found that increasing the amount of retrieval practice also increased the magnitude of retrieval‐induced forgetting on the explicit but not the implicit test. Implications for advertising and marketing are considered. Copyright © 2008 John Wiley & Sons, Ltd.     

The effects of implicit attentional learning and habituation on inhibition of return

In two experiments, the effects of implicit attentional learning and habituation on inhibition of return (IOR) were assessed. Experiment 1 consisted of an informative variant of the spatial cuing paradigm (Posner, 1980), with the target appearing most often at the location next to the cue. Short-term as well as long-term learning of the regularities could be observed. This learning took place even though the participants were not able to verbalize the learned information, suggesting that the learning was implicit. By spatially separating the effects of implicit learning and IOR, we demonstrated that the magnitude of IOR slightly decreased because of long-term implicit orienting. In Experiment 2, a noninformative variant of the spatial cuing paradigm, IOR was still found to decrease over the course of the experiment. This suggests that habituation due to the mere repeated initiation of IOR also affects the magnitude of the IOR. This theory is supported by the finding that IOR recovered after short breaks in Experiment 2. However, habituation presumably only played a secondary role in Experiment 1. In sum, IOR was abolished by neither implicit attentional learning nor habituation. Here, the finding that IOR is not easily replaced by implicitly learned orienting clearly indicates that IOR is a powerful, low-level mechanism. We discuss implications of these results for the debate on the function of IOR.     

The two faces of dominance: The differential effect of ingroup superiority and outgroup inferiority on dominant-group identity and group esteem

The present paper provides evidence that dominant-group members distinguish dominance framed as ingroup superiority from dominance framed as outgroup inferiority, and that ingroup superiority enhances esteem for, and thus identification with, the group more than outgroup inferiority. In Experiment 1, Democrats report higher levels of party identification after being told that Democrats won an election than after being told that Republicans lost the election. These effects are attenuated among dominant group members whose values are in conflict with how dominance was achieved. In Experiments 2a and 2b, unearned dominance framed as ingroup superiority resulted in higher levels of White identification than unearned dominance framed as outgroup inferiority among Whites who did not value meritocracy. In contrast, Whites who valued meritocracy did not increase their levels of identification with the group. In Experiment 2b, this interactive effect on racial identification was mediated by esteem for the group.     

Similar as well as dissimilar contextual stimuli increase rated similarity

Contextual stimuli from one category increase the rated similarity of stimuli from a second category. In Experiment 1, associates of one of the members of pairs of target words increased the rated similarity of the members slightly more than did much less similar contextual stimuli. In Experiment 2, contextual category names and good exemplars increased the rated similarity of pairs of poor to medium target exemplars and were also rated as more similar to these targets than the targets were to each other. In both cases, the category names resulted in the stronger effect. This ability of contextually similar stimuli to increase rated similarity opposes the distance-density and averaging-judgmental theories of the effect of context on similarity. However, the theory that a positive association exists between the perceived similarity of stimuli and the strength of the category to which they belong explains how both contextually dissimilar and contextually similar stimuli can increase rated similarity.     

On the predictive validity of implicit attitude measures: The moderating effect of perceived group variability

Social psychologists have recently shown great interest in implicit attitudes, but questions remain as to the boundary conditions under which such attitudes can predict subsequent judgments and behavior, including reactions toward single category members. In two experiments, we demonstrate the predictive validity of two priming-based measures of implicit attitudes, using a lexical decision task developed by Wittenbrink, Judd, and Park (1997) as well as a perceptual identification paradigm pioneered by Payne (2001). Moreover, we show that these effects were moderated by perceived group variability, such that implicit attitudes offered much stronger predictive leverage if the members of the target category (Blacks) were perceived to be homogenous than if they were not. The implications of the present research for the “moderator approach” previously employed in the explicit attitude literature are discussed.     

When do counterstereotypic ingroup members inspire versus deflate? The effect of successful professional women on young women's leadership self-concept

Three experiments tested whether and when exposure to counterstereotypic ingroup members enhances women's implicit leadership self-concept. Participants read about professional women leaders framed as similar to versus different from most women (Experiment 1) or having the same versus different collegiate background as participants (Experiment 3). Experiment 2 manipulated similarity by giving false feedback about participants' similarity to women leaders. In all cases, seeing women leaders reduced implicit self-stereotyping relative to controls but only when they were portrayed as similar to one's ingroup (Experiment 1) and oneself (Experiments 2-3). Leaders portrayed as dissimilar either had no effect on self-beliefs (Experiment 1 and 3) or increased implicit self-stereotyping (Experiment 2). Dissimilar leaders also deflated participants' career goals and explicit leadership beliefs (Experiment 3). Finally, implicit self-beliefs became less stereotypic regardless of whether women believed the similarity feedback, but explicit self-beliefs changed only when they believed the feedback to be true (Experiment 2).     

Reminiscence, forgetting, and hypermnesia using face-name learning: isolating the effects using recall and recognition memory measures

A face-name learning paradigm was used to study phenomena involved in reminiscence, forgetting, and hypermnesia. Individuals introduced themselves on videotape while participants tried to learn their names. The presence of cues during testing increased overall performance but decreased hypermnesia in Experiment 1. Significant recognition memory effects were found for reminiscence and hypermnesia in Experiments 2 and 3. Experiment 3 also showed no interference from activities between testing sessions, but did show facilitating effects from exposure to photographs of target faces and to exposure of target names. The results were interpreted as showing support for reminiscence effects being primarily caused by imagery redintegration and effects consistent with stimulus sampling theories.