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Multiple context mere exposure: Examining the limits of liking
Daniel de Zilva1, Ben R Newell1, Chris J Mitchell1,2
1a School of Psychology , The University of New South Wales , Sydney , Australia.
Quarterly Journal of Experimental Psychology (2006)
|June 30, 2015
Summary
The mere exposure effect, or increased liking of familiar stimuli, requires consistent context between initial exposure and later testing. Familiarity with the stimulus-context relationship, not just the stimulus, drives this liking.
Area of Science:
- Cognitive Psychology
- Social Psychology
- Human Perception
Background:
- The mere exposure effect describes how increased liking of stimuli occurs with repeated exposure.
- Prior research indicated that stimulus context consistency is crucial for this effect.
Purpose of the Study:
- To investigate how single versus multiple exposure contexts influence the mere exposure effect.
- To determine if stimulus-context familiarity, rather than just stimulus familiarity, drives liking.
Main Methods:
- Three experiments utilized target face stimuli repeatedly paired with nonsense word contexts.
- Stimuli were presented in single or multiple contexts during exposure and tested for liking.
- Exposure counts for target faces were equated across conditions.
Main Results:
- The mere exposure effect was observed only when target faces were presented with their previously paired contexts.
- Minimal exposure to the stimulus-context pairing eliminated the mere exposure effect.
- Overall exposure to target faces did not guarantee the effect if context was inconsistent.
Conclusions:
- Liking is influenced by the familiarity of the relationship between a stimulus and its context.
- This suggests liking depends on the consistency of past and present experiences with a target stimulus.
- The findings support a broader framework of liking based on experiential consistency.
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