The hypothesis has been offered that mere repeated exposure of novel stimulus object makes a favorable impression. In our three previous studies, we found the mere exposure effect appeared in case of dress. In this study, we study how the mere exposure effect appears in case of colored judo uniform being novel stimulus object, focusing on an aspect of color of dress. We make it clear whether a favorable impression to colored judo uniform is increased by mere repeated exposure of men's and women's colored judo uniform in red, blue and yellow, which colors are changed by an experimental method.
As a result, the mere exposure effect appeared as exposure frequencies approached from 1 time to 10 and 20 times in women's colored judo uniform, but did not appear in case of men's colored judo uniform. In our experiments on both men's and women's colored judo uniform, the mere exposure effect was observed more obviously among female subjects than among male subjects.
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