Subliminal Mere Exposure
Subliminal Mere Exposure
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Mere Exposure and Advertising Subliminal Advertising Limitations and Future Research
In an article published in 2001, Zajonc started referring to his mere exposure theory as the mere repeated exposure paradigm. He also said the changes in affect accompanying repeated exposures do not depend on subjective factors such as the subjective impression of familiarity. Rather, they depend on the objective history of exposures (Zajonc, 2001).
When subjects have no idea they are being exposed to stimuli (subliminal mere exposure), the subliminal stimuli flashed more often are liked better than those flashed less often (Zajonc, 1980). In actuality, it was found that exposure effects are more evident when subjects are unaware of the repeated exposures (Zajonc, 2001).
In an experiment conducted by Robert Zajonc, Jennifer L. Monohan, and Sheila T. Murphy, a mixed repeated measure design tested the specific, general, and diffuse (unrelated) effects of repeated subliminal exposure. Major comparisons involved a 2x2x3 design with the factors of exposure (repeated versus single), stimulus exposed (Chinese ideographs versus polygons), and test stimulus (old versus novel similar versus novel different). A control (no exposure) condition was also used. The subjects in this control condition judged the same stimuli as the other groups, but had no exposure to stimuli whatsoever prior to the tests.
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The mere exposure theory not only led to further research by Zajonc, it also led to research by other individuals. Others studied the effects of mere exposure in relation to memory retrieval, self-acceptance, mood, and overexposure.
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