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Related Experiment Video

Updated: Apr 28, 2026

Investigating the Neural Mechanisms of Aware and Unaware Fear Memory with fMRI
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Cardiovascular change during encoding predicts the nonconscious mere exposure effect.

Sandra L Ladd, William B Toscano, Patricia S Cowings

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    The mere exposure effect may stem from an affective process, not conceptual or perceptual priming. Cardiovascular responses during encoding predict later preference, suggesting an emotional basis for this phenomenon.

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    Area of Science:

    • Cognitive Psychology
    • Neuroscience
    • Psychophysiology

    Background:

    • The mere exposure effect, a preference for familiar stimuli, is often considered implicit priming.
    • Its underlying mechanisms, whether conceptual, perceptual, or affective, remain debated.

    Purpose of the Study:

    • To investigate if the mere exposure effect is conceptual or perceptual implicit priming.
    • To explore the role of cardiovascular psychophysiology in understanding the nature of the mere exposure effect.

    Main Methods:

    • Behavioral experiments manipulated levels of processing and stimulus features (font, orientation) during memory encoding.
    • Cardiovascular psychophysiology (blood volume pulse) was used to measure reactivity during stimulus exposure.
    • Implicit priming tasks (word identification) and recognition memory tests were administered.

    Main Results:

    • Deep processing and study-test changes in stimulus features affected recognition and word identification but not the mere exposure effect.
    • Increased blood volume pulse during initial exposure to nonwords predicted later preference for those nonwords.
    • No significant cardiovascular differences were found for words based on later identification.

    Conclusions:

    • The mere exposure effect is unlikely explained by fluency or conceptual/perceptual priming.
    • Cardiovascular reactivity suggests an affective process, distinct from conceptual or perceptual mechanisms, underlies the mere exposure effect.