What inhibits the mere-exposure effect: Recollection or familiarity?

The mere-exposure effect is the formation of a positive affective reaction (PAR) to repeated or single exposure to a stimulus, even in the absence of awareness. The mere-exposure effect indicates that communication effects go beyond “explicit memory”, measured with the traditional measures of (aided) recall and recognition. “Implicit memory” indicates latent communication effects, e.g., liking, for persons exposed to particular stimuli. The mere-exposure effect in the absence of awareness represents implicit memory. In this study, the mere-exposure effect is observed by using a new type of divided-attention method with Chinese participants responding to Chinese characters. The prediction by the two-factor model of mere-exposure effect is confirmed. Recognition (“explicit memory”) may inhibit the mere-exposure effect. Recognition memory is a dual process with two aspects: recollection and familiarity. Employing the process dissociation procedure (PDP) (Jacoby, L.L., 1991. Journal of Memory and Language 30, 513–541), it is found that familiarity of above-chance recognition is greater than that of chance recognition. It is the high level of familiarity and not recollection of abovechance recognition that inhibits the mere-exposure effect. The implications of these findings are that a high level of familiarity inhibits the primary affective reaction and “replaces” this reaction with a more conscious and cognitive evaluation. With the two-factor model, with wear-in (habituation) and wear-out (satiation) factors, the optimal level of exposure may be determined in order to increase the affective reaction. The study shows the robustness of the mere-exposure effect, also for familiar stimuli.