PSYCH 3CB3 Chapter 6: CH 6
17 Sep 2017
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The mere exposure effect: when repeated, simple exposure to an object leads to more favourable feelings toward it. The effect of repeated exposure diminished somewhat at higher exposure levels (e. g. , 10 vs. 25) 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. How mere exposure works: habituation (via familiarity): Instinctive tendency to perceive new stimuli as threatening and will automatically elicit a negative affective reaction. After repeated exposure, however, habituation occurs - people get used to the stimulus - makes the stimulus seem less threatening, and affective reactions to it become more positive. Mere exposure evident only among people with low tolerance for ambiguity - where as people with a high tolerance for ambiguity accept things that are unknown. Therefore, habituation to (cid:498)threatening(cid:499) novel stimuli may help create the mere exposure effect.
