Limitations and Future Research
Home Definition Background Zajonc's Research Subliminal Mere Exposure
Other Research Mere Exposure and Advertising Subliminal Advertising
A main limitation of the mere exposure theory is that the subjects being exposed have to at least have a neutral attitude toward the stimuli for mere exposure to be effective. If the subjects have a negative attitude toward the stimuli, mere exposure becomes more complicated .
Another limitation lies in mere exposure related to advertising. Key findings in support of mere exposure choice effects were among competitors with equivalent, but low, levels of familiarity (Baker, 1999).
Future research on the mere exposure theory involves the longevity of the mere exposure effect. It remains to be determined how permanent inferences drawn by mere exposure are (Zajonc, 2001).
Other future research topics are finding out if repeated exposure effects are more easily established in younger or older organisms, and what processes can reverse or extinguish them (Zajonc, 2001).
There are also future research topics involving mere exposure and advertising. It is not yet determined the extent to which long term mere exposure advertising strategies can close the brand familiarity gap. In addition, studies should be done on competitive sets for mere exposure effects consisting of brands with equivalent, but high, levels of familiarity (Baker, 1999).