[Accumulative effects and long-term persistence of subliminal mere exposure]

We examined the accumulative effects and long-term persistence of subliminal mere exposure. An accumulative exposure condition (100 exposures distributed over five days) and a massed exposure condition (100 exposures in one day) were used in a Go/No-go Association Task (GNAT), with assessments of likability from Time 1 (just after) to Time 6 (after three months). First, a single stimulus was shown subliminally for a total of 100 times. The results indicated that mere exposure effects occurred equally often at Time 1. However, after Time 2, likability gradually decreased under the massed exposure condition, while it did not decrease under the accumulative exposure condition until Time 6. Second, in order to investigate the effect of multiple exposure, five stimuli belonging to a common category were shown 20 times each, for a total of 100 times. An ANOVA suggested that massed exposure had an instantaneous effect on likability, whereas accumulative exposure had a long-term persistence effect. Also, multiple exposures strengthened the mere exposure effect.