Motivational effects in the mere-exposure paradigm

Three experiments investigated the effects of time-pressure and evaluation apprehension on the mere-exposure phenomenon (Zajonc, 1968). Subjects viewed slides of abstract paintings at different frequencies of exposure and subsequently indicated their liking for the stimuli. Evaluation apprehension during the assessment phase consistently undermined mere-exposure effects. Furthermore, when evaluation apprehension was high, time-pressure magnified those effects. These findings were discussed in terms of the notions that (1) prior exposure may increase the sense of processing fluency associated with a stimulus (Jacoby & Kelley, 1990), (2) fluency may be interpreted as plausibility of a judgmental cue evoked by the stimulus, (3) motivational factors like time-pressure and evaluation apprehension may moderate the impact of plausibility information on judgment, hence, may moderate ‘mere-exposure’ effects.