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.     

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.     

Olfactory preferences resulting from mere exposure in human neonates

Twenty-four (12 males, 12 females) healthy, full-term neonates were exposed to an artificial odorant within the first day after birth for approximately 24 hrs to determine if mere exposure would lead to a subsequent preference for that odor. In choice tests following the treatment period, female infants displayed preferential orientation to the exposure odor. Males, in contrast, displayed no evidence of preference for the exposure odor; rather, they demonstrated a right turning bias regardless of odor location. These data suggest that familiarization with an odor shortly after birth is sufficient for female infants to develop preferential responsiveness to that odor.     

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.     

Cognitive consequences of novelty and familiarity: How mere exposure influences level of construal

Two experiments examine whether frequency of exposure influences level of construal. Using subliminal presentation, participants were exposed to neutral, unknown letters 0, 5, 15, or 40 times, and a typical mere exposure effect was found on evaluation. However, we hypothesized and showed in Experiment 1 that novelty enhances Gestalt-like, global perception, whereas familiarity bolsters detail-oriented, local perception. Furthermore, in Experiment 2, we demonstrated that participants generated more abstract solutions for items presented less frequently. These results support a Construal level theory [Liberman, N., Trope, Y., & Stephan, E. (2007). Psychological distance. In E. T. Higgins & A. W. Kruglanski, Social psychology, handbook of basic principles. New York: Guilford Press.] contention that distance from direct experience is associated with high construal level and global processing. It seems that in order to prepare for novel events, people automatically engage in higher levels of construal. New information needs to be integrated into existing knowledge structures in order to be understood, and abstract categories and global processing may support the process of understanding.     

Recognition memory and the mere exposure effect

Repeated exposure to novel stimuli tends to make the stimuli better liked. Examined here is the relation between this increment in liking and recognition of the stimuli. An attempt was made to replicate findings taken as evidence that liking is used as a basis for inferring prior exposure and thus for making recognition decisions (e.g., Matlin, 1971; Moreland & Zajonc, 1977). The claim was not supported. Although in each of five experiments liking and recognition were positively correlated, liking was less sensitive to prior exposure than was recognition. Moreover, statistical analyses suggested that if liking and recognition were causally related, recognition mediated liking rather than the other way around.     

Social transmission of food preferences in Japanese monkeys (Macaca fuscata) after mere exposure or aversion training

In Experiment 1, 3 mother-child pairs of Japanese monkeys (Macaca fuscata) were given simultaneous choice tests between raisins and popcorn. The mothers and offspring showed different choice patterns. Cofeeding opportunities were then alternated with individual choice tests. In Experiment 2,2 other pairs were added. Each animal was again offered simultaneous choice tests between marshmallows and almonds. Food aversion conditioning was used to create different choice patterns for mothers and offspring. After cofeeding and choice tests, the differences in choice patterns disappeared in both experiments. The changes after contact with the other's eating pattern during cofeeding was as follows: foods consumed by either came to be eaten by both; foods consumed by both continued to be eaten by both; and foods consumed by neither continued to be ignored. The results provide evidence for social transmission of food preferences in this species.     

Implicit memory and consumer choice: the mediating role of brand familiarity

Two experiments investigated the influence of implicit memory on consumer choice for brands with varying levels of familiarity. Priming was measured using a consideration‐choice task, developed by Coates, Butler and Berry ( 2004 ). Experiment 1 employed a coupon‐rating task at encoding that required participants to meaningfully process individual brand names, to assess whether priming could affect participants' final (preferred) choices for familiar brands. Experiment 2 used this same method to assess the impact of implicit memory on consideration and choice for unknown and leader brands, presented in conjunction with familiar competitors. Significant priming was obtained in both experiments, and was shown to directly influence final choice in the case of familiar and highly familiar leader brands. Moreover, it was shown that a single prior exposure could lead participants to consider buying an unknown, and indeed fictitious, brand. Copyright © 2006 John Wiley & Sons, Ltd.     

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.     

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.     

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.     

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.     

A study of the effect of structural information and familiarity in form perception

Two experiments were carried out to investigate the influence of structural information and familiarity on the processing of visual forms. Pairs of “well” structured and nameable and “poorly” structured and non-nameable fragmented forms were employed as stimuli. The effects of structure and familiarity were assessed by manipulating the visual hemifield of presentation and the task. In Experiment 1 stimuli were judged as being either in the same orientation or mirror-reversed, a task that does not require high-level semantic information to be processed. Experiment 2 required physically identical forms to be matched, which may use either physical or name information. In Experiment 1 “same” judgements were equivalent for both types of stimuli, and “different' judgements were longer for the “poorly” structured (non-nameable) forms. In Experiment 2 there was little overall difference between “well” and “poorly” structured forms, though response times to “well” structured (nameable) forms were slowed for right-visual-field presentations. It is suggested that familiarity may not be sufficient to provide a perceptual advantage for nameable forms, as the advantage for nameable stimuli was confined to “same” judgements in Experiment 1 and response times were shorter for non-nameable stimuli in Experiment 2. Rather, performance depends upon factors such as the computation of global shape (due to structural properties of collinearity and closure) and on the use of different kinds or representations (physical versus name) in matching.     

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.     

The first-perspective alignment effect: the role of environmental complexity and familiarity with surroundings

People often remember relatively novel environments from the first perspective encountered or the first direction of travel. This initial perspective can determine a preferred orientation that facilitates the efficiency of spatial judgements at multiple recalled locations. The present study examined this "first-perspective alignment effect" (FPA effect). In three experiments, university students explored three-path routes through computer-simulated spaces presented on a desktop computer screen. Spatial memory was then tested employing a "judgement of relative direction" task. Contrary to the predictions of a previous account, Experiment 1 found a reliable FPA effect in barren and complex environments. Experiment 2 strongly implicated the importance of complete novelty of the space surrounding the route in producing the effect. Experiment 3 found that, while familiarity with the surrounding space greatly attenuated the FPA effect with immediate testing, the effect reemerged following a 7-day delay to testing. The implications for the encoding and retrieval of spatial reference frames are discussed.     

The mere possession effect of shareable digital coupons: The mediating role of anticipated self-enhancement

Shareable digital coupons have emerged as a new marketing strategy. Prior literature on shareable coupons assumes that shareable coupons can play a role only after they have been shared with others. Surprisingly, we theorize that shareable coupons can come into play as early as when consumers merely possess them, even before consumers share them with others, an effect that precedes the effect of the actual coupon sharing. In this research, we show that the mere possession of shareable digital coupons (not necessarily the actual sharing) is able to induce anticipated self-enhancement among consumers. Hence shareable digital coupons are more effective than non-shareable digital coupons, and the effect is most pronounced among consumers with high image concerns. The higher coupon effectiveness of shareable digital coupons is reflected in consumers' greater urge/intention to acquire the coupon, intention to revisit, willingness to spend, as well as in firm's sales increase when products are promoted with shareable instead of non-shareable digital coupons. Our work contributes to the literature on shareable coupons, the mere possession effects, anticipated self-enhancement, and other-rewarding promotions, and is of important managerial value given the ease with which the shareability feature can be added to coupons.     

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.     

The role of familiarity in recognition

The role of familiarity in recognition was investigated by having subjects study a list of stimuli, some of which had been presented earlier in the experiment. The number of positive responses, both to targets and distractors, increased as a result of this familiarization process. This familiarization process had a greater effect on false alarms than on hits, so that recognition accuracy was lower for familiar stimuli than for relatively novel stimuli. This pattern of results differs from that found in most experiments studying the effects of linguistic word frequency on recognition.     

The first-perspective alignment effect: The role of environmental complexity and familiarity with surroundings

People often remember relatively novel environments from the first perspective encountered or the first direction of travel. This initial perspective can determine a preferred orientation that facilitates the efficiency of spatial judgements at multiple recalled locations. The present study examined this “first-perspective alignment effect” (FPA effect). In three experiments, university students explored three-path routes through computer-simulated spaces presented on a desktop computer screen. Spatial memory was then tested employing a “judgement of relative direction” task. Contrary to the predictions of a previous account, Experiment 1 found a reliable FPA effect in barren and complex environments. Experiment 2 strongly implicated the importance of complete novelty of the space surrounding the route in producing the effect. Experiment 3 found that, while familiarity with the surrounding space greatly attenuated the FPA effect with immediate testing, the effect reemerged following a 7-day delay to testing. The implications for the encoding and retrieval of spatial reference frames are discussed.