Cardiovascular change during encoding predicts the nonconscious mere exposure effect

Neurophysiological evidence that perceptions of fluency produce mere exposure effects

Recent exposure to people or objects increases liking ratings, the "mere exposure effect" (Zajonc in American Psychologist, 35, 117-123, 1968), and an increase in processing fluency has been identified as a potential mechanism for producing this effect. This fluency hypothesis was directly tested by altering the trial-by-trial image clarity (i.e., fluency) while Event-Related Potentials (ERPs) were recorded. In Experiment 1, clarity was altered across two trial blocks that each had homogenous trial-by-trial clarity, whereas clarity varied randomly across trials in Experiment 2. Blocking or randomizing image clarity across trials was expected to produce different levels of relative fluency and alter mere exposure effects. The mere exposure effect (i.e., old products liked more than new products) was observed when stimulus clarity remained constant across trials, and clear image ERPs were more positive than blurry image ERPs. Importantly, these patterns were reversed when clarity varied randomly across test trials, such that participants liked clear images more than blurry (i.e., no mere exposure effect) and clear image ERPs were more negative than blurry image ERPs. The findings provide direct experimental support from both behavioral and electrophysiological measures that, in some contexts, mere exposure is the product of top-down interpretations of fluency.

Trait and state anxiety reduce the mere exposure effect

The mere exposure effect refers to an affective preference elicited by exposure to previously unfamiliar items. Although it is a well-established finding, its mechanism remains uncertain, with some positing that it reflects affective processes and others positing that it reflects perceptual or motor fluency with repeated items. Here we examined whether individual differences in trait and state anxiety, which have been associated with the experience of emotion, influence the mere exposure effect. Participants' trait (Study 1) and state (Study 2) anxiety were characterized with the State-Trait Anxiety Inventory. Greater trait and state anxiety correlated with greater negative affect and lesser positive affect. In both experiments, greater anxiety was associated with a reduced mere exposure effect. Measures of fluency (response times at study and test) were unrelated to the mere exposure effect. These findings support the role of affective processes in the mere exposure effect, and offer a new insight into the nature of anxiety such that anxiety is associated with a reduced experience of positive affect typically associated with familiarity.