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Related Experiment Videos

Self-generated visual imagery alters the mere exposure effect.

Catherine Craver-Lemley1, Robert F Bornstein

  • 1Department of Psychology, Elizabethtown College, One Alpha Drive, Elizabethtown, PA 17022, USA. lemleyce@etown.edu

Psychonomic Bulletin & Review
|May 9, 2007
PubMed
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Visual imagery influences liking. Participants who imagined the duck-rabbit figure as a duck or rabbit later preferred that version, demonstrating how mental picturing affects perception.

Area of Science:

  • Cognitive Psychology
  • Perception Research
  • Visual Cognition

Background:

  • The mere exposure effect suggests repeated exposure increases liking.
  • Prior research has not fully explored the role of self-generated imagery in modulating this effect.
  • Understanding factors influencing stimulus preference is crucial for psychological theory.

Purpose of the Study:

  • To investigate if self-generated visual imagery alters liking ratings of stimuli after mere exposure.
  • To examine the impact of directed mental picturing on the perception of ambiguous figures.
  • To test the influence of encoding strategy on subsequent stimulus evaluation.

Main Methods:

  • 79 college students participated in a repeated exposure paradigm.
  • Participants were instructed to mentally visualize an ambiguous duck-rabbit figure as either a duck or a rabbit.

Related Experiment Videos

  • Liking ratings were collected for both disambiguated versions of the figure post-exposure.

    • Main Results:

    • Participants showed a significantly higher liking rating for the version of the figure consistent with their self-generated imagery.
    • The encoding strategy (picturing duck vs. rabbit) directly influenced the preference for the corresponding visual representation.
    • This indicates that active mental imagery can override or enhance simple exposure effects.

    Conclusions:

    • Self-generated visual imagery plays a significant role in modulating the mere exposure effect.
    • Directed mental picturing can bias subsequent evaluations, favoring stimuli congruent with the imagined content.
    • Findings contribute to theoretical models of exposure and memory, highlighting the active nature of perception.