Recognising what you like: Examining the relation between the mere-exposure effect and recognition

The perceptual fluency/attributional model of the mere-exposure effect proposed by R. F. Bornstein and P. D'Agostino (1992) predicts that when recognition of a previously presented stimulus is above chance, feelings of fluency associated with that stimulus are discounted and thus the amount of fluency (mis)attributed to liking is reduced. This correction process results in smaller mere-exposure effects for supraliminal stimuli than for “subliminal” stimuli because when recognition is below chance participants are unaware of the source of fluency and they do not engage in correction. We tested this prediction in three experiments by presenting photographs of faces (Experiments 1 and 2) and polygons (Experiment 3) at varying exposure frequencies for 40 ms and 400 ms durations. Contrary to the prediction of the model, a significant mere-exposure effect was only found when recognition performance was at its highest level. Furthermore, across the three experiments liking and recognition were positively correlated.