The mere exposure effect as an implicit memory phenomenon

Abstract

The mere exposure effect, where repeated exposure to a given object increases one's liking of it, has been well-known for decades. This article argues that the effect is an implicit memory phenomenon. It is clearly dissociated from explicit memory in a number of ways, such as experimental variables, participant variables, and stochastic independence. However, there also appear to be some differences between this effect and direct priming effects. Some of the controversies surrounding the mere exposure effect (such as the validity of perceptual fluency/attributional models, the relation to classical conditioning, structural evaluations of the mere exposure effect, and individual differences) are reviewed and directions for future research are discussed.