Effects of "mere exposure" on learning and affect.

Abstract

The mediating role of learning in the relationship between repeated exposure and affect was explored and supported in three experiments involving a total of 229 undergraduate participants. It was found that both learning and affect measures behaved in essentially the same way as a function of exposure duration (Experiments 1 and 3), serial position (Experiments 1 and 2), rating delay (Experiment 1) and stimulus properties (Experiment 1). These results suggest learning may be intrinsically rewarding and clarify one of the mechanisms involved in the relationship between exposure frequency and affect, extending Berlyne's two-factor theory of the effects of stimulus familiarity.

Learning mediates the exposure-attraction relationship: More evidence

“…. The two-factor theory (Stang, 1975) would predict similar effects for judged pleasantness, as was the case: There was a main effect of frequency on pleasantness [F(5,165) 3.49, 3.36, 4.04, 4.32, 4.70, 5.15 on the 1·7 scale for the frequencies 0, 1, 2, 5, to, 25, respectively. Recall probability similarly increased for the six frequencies, being .08, .06, .25, .35, .45, .72, respectively.…”

“…One analysis of the previous literature (Stang, 1974b) suggests that repeated exposure is most likely to lead to more positive evaluations when there is a delay between exposure and rating. Possibly during a delay, rehearsal and consolidation occur proportionally to exposure frequency, explaining why two previous studies (Hellyer, 1962;Stang, 1975) found no relationship between exposure frequency and recall with no delay, the usual relationship with a brief delay. If rehearsal or other cognitive activity is needed during the delay, then interference with this activity during the delay should produce a similar effect for a no-delay condition.…”

“…. The two-factor theory (Stang, 1975) would predict similar effects for judged pleasantness, as was the case: There was a main effect of frequency on pleasantness [F(5,165) …”

“…In all three conditions, both judged pleasantness and recall were a linear increasing function of log exposure frequency; no main effect of condition nor interaction of Condition by Frequency was found. The results suggest a rating delay may not always be needed for "mere exposure" effects.Recently, Stang (1975) presented evidence that learning mediates the relationship between exposure frequency and attraction: Repeated exposure to novel stimuli results in learning; learning leads to liking. One analysis of the previous literature (Stang, 1974b) suggests that repeated exposure is most likely to lead to more positive evaluations when there is a delay between exposure and rating.…”

“…Recently, Stang (1975) presented evidence that learning mediates the relationship between exposure frequency and attraction: Repeated exposure to novel stimuli results in learning; learning leads to liking. One analysis of the previous literature (Stang, 1974b) suggests that repeated exposure is most likely to lead to more positive evaluations when there is a delay between exposure and rating.…”