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.     

Culture and visual perception: Does perceptual inference depend on culture?1,2

Abstract: Some perceptual cues carry information about the overall pattern of an object (holistic cues), whereas others carry information about the distinct parts of an object (part cues). Drawing on recent work on culture and cognition, the authors predicted that people with European‐American cultural backgrounds would be more capable of using part cues in perceptual inference than those with Asian backgrounds. No such cross‐cultural difference was expected for the ability to use holistic cues. In two studies, participants were presented with either one of the two types of cues and asked to infer the identity of the original objects. As predicted, in the part‐cue condition European‐American participants performed better than did Japanese (Study 1) and Asian‐American participants (Study 2). Also as predicted, there was no cultural difference in the holistic‐cue condition. The results were interpreted with reference to other related studies documenting reliable cross‐cultural differences in cognition.     

Do differences in general trust explain cultural differences in dispositionism?1

Abstract: It has been suggested that Westerners are more inclined than Easterners to endorse dispositionism. To help explain what produces this cultural difference, I examined the responses of Japanese and American students to determine whether levels of general trust, which is the expectation of benign or cooperative behavior based on the goodwill of another person (Yamagishi & Yamagishi, 1994), would matter. As predicted, in accounting for either a prosocial or deviant behavior, high trusters were more likely than low trusters to show dispositionism on all three measures (dispositional attribution, trait inference, and behavioral consistency), whereas cultural differences in dispositionism almost vanished. This tendency was found regardless of the desirability of behaviors.     

Categorization difficulty is associated with negative evaluation in the “uncanny valley” phenomenon

Human observers often experience strongly negative impressions of human‐like objects falling within a particular range of visual similarity to real humans (the “uncanny valley” phenomenon). We hypothesized that negative impressions in the uncanny valley phenomenon are related to a difficulty in object categorization. We produced stimulus images by morphing two of each of real, stuffed, and cartoon human face images (Experiment 1). Observers were asked to categorize each of these images as either category and evaluated the likability of the image. The results revealed that the longest latency, the highest ambiguity in categorization, and the lowest likability score co‐occurred at consistent morphing percentages. Similar results were obtained even when we employed stimulus images that were created by morphing two of each of real, stuffed, and cartoon dog images (Experiment 2). However, the effect of categorization difficulty on evaluation was weak when two real human faces were morphed (Experiment 3). These results suggest that the difficulty in categorizing an object as either of two dissimilar categories is linked to negative evaluation regardless of whether the object is human‐related or not.