抄録
In the previous study of “Effects of subliminal mere exposure in the case of the dress”, we found, that the mere exposure effect had a tendency to appear more clearly when an object is offered subliminally, and that this was also true in the case of dress. In this study, we increased the subliminal exposure frequency from 20 times to 40 times, since it was expected that the subliminal experiment method of a momentary exposure needs less time and less burden for the experiment. We conducted three experiments in order to determine whether the favorable impression continues to increase when the number of exposure times increases, and under how many exposure frequency conditions the mere exposure effect appears the most. Experiment 1 was conducted subliminally (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 common result of Experiment 1 and Experiment 3, the mere exposure effect appeared the most clearly at 20 times, and the favorable impression decreased at frequencies over 30 times. Among the three experiments, the mere exposure effect appeared the most in Experiment 3. Lastly, we examined whether the object pictures were valid by means of Latin square design. Although a significant difference was recognized in the scale of “friendliness” (Scale 6), since no other significant difference was seen in scales of other favorable impressions (Scales 3, 7 and 11), it may be considered that the object picture is valid.
