Loading...
An Examination of Different Explanations for the Mere Exposure Effect
Fang, Xiang Singh, Surendra N. Ahluwalia, Rohini
Fang, Xiang
Singh, Surendra N.
Ahluwalia, Rohini
Citations
Altmetric:
Abstract
This article investigates two competing explanations of the mere exposure effect—
the cognition-based perceptual fluency/misattribution theory (PF/M) and the
affect-based hedonic fluency model (HFM)—under incidental exposure conditions.
In two studies, the classical mere exposure effect is replicated in the context of
banner advertising. The findings rule out the cognition-based PF/M and suggest
that the spontaneous affective reaction resulting from perceptual fluency is a crucial
link between fluency and evaluation. The studies provide strong evidence that the
spontaneous affect influences evaluative judgments through a more complex process,
likely by coloring the interpretation of the fluency experience and the nature
of resulting metacognitions relating fluency to liking. Theoretical and managerial
implications of the findings are mentioned.
Description
© 2007 by The University of Chicago Press
Date
2007-06
Journal Title
Journal ISSN
Volume Title
Publisher
The Univeristy of Chicago Press
Collections
Research Projects
Organizational Units
Journal Issue
Keywords
Citation
Fang, Xiang, Surenda Singh, and Rohini Ahluwalia (2007), "An Examination of Different Explanations for the Mere Exposure Effect," Journal of Consumer Research, 34 (1), 97-103.