Abstract
In our previous studies we found the mere exposure effect appeared in the case of dress. The purpose of this study was to examine whether the accepted theory. that the mere exposure effect appears more clearly when an object is offered subliminally. is true also in the case of dress. For that purpose. three kinds of experiments were conducted. Experiment 1 was conducted subliminallv (in a less than 50% visible condition) Experiment 2 was conducted consciously (in a 60 - 90% visible condition, avoiding a 100% visible condition) Experiment 3 was conducted subliminally without recognition of the experiment. As a result. the mere exposure effect appeared more clearly in Experiment 2 than in Experiment 1. In Experiment 3. the mere exposure effect appeared the best.
