Mere exposure effect and the unconscious: Where does liking come from？

Abstract

The mere exposure effect means that repeated, unreinforced exposure is sufficient to enhance one's liking toward a stimulus. Furthermore, a number of experiments have demonstrated that this effect can be obtained outside of conscious awareness. The present article reviews empirical findings pointing to the cognitive factors which enhance the effect, such as familiarity-novelty and consistency of action. This review suggests that the mere exposure effect is closely related to the social fluency associated with an exposed object. Finally, some prospects for emerging themes for the future of study on the mere exposure effect are discussed.