PSY320H1 Lecture Notes - Subliminal Stimuli, Implicit Learning, Classical Conditioning
26 Feb 2013
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Mere exposure effect (zajonc, 1968): repeated, simple exposure to an object leads to more favourable feelings toward that object. Effect diminished somewhat at higher exposure levels, but overall effect was powerful. Works on initially neutral or liked objects. Significantly weaker following exposure to disliked objects; participants exhibited lower likings to initially disliked objects after higher exposure than lower exposure. Works for both liked and disliked objects, but weaker for the latter. Weisbuch, mackie, & garcia-marques (2003): mere exposure to the source of a persuasive message increases agreement with the message, but only when people are not made aware of their prior exposure. Bornstein (1989): the mere exposure effect is: Strongest when the stimuli are complex, presented a limited number of times, interspersed among other stimuli, and presented for short durations. Weakest when the stimuli are simple, presented many times, isolated from other stimuli, and presented for long durations.
