Familiarity increases subjective positive affect even in non-affective and non-evaluative contexts

Previous research shows that the experience of familiarity involves the experience of positive affect. In two experiments we clarify and extend this research by showing that the experience of familiarity involves the experience of positive affect even when the nature of the experimental task is non-affective and non-evaluative and even when participants are actively performing other cognitive operations—that the association of familiarity and positive affect is not disrupted by (non-affective and non-evaluative) judgments regardless of whether familiarity does or does not play a role in those judgments. Experiment 1 used a non-affective but evaluative task and Experiment 2 a completely non-evaluative task. Both studies manipulated familiarity through re-exposure and showed that processing familiar stimuli induced a pleasurable subjective experience.