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    An Examination of Different Explanations for the Mere Exposure Effect

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    An Examination of Different Explanations for the Mere Exposure Effect.pdf (57.44Kb)
    Issue Date
    2007-06
    Author
    Fang, Xiang
    Singh, Surendra N.
    Ahluwalia, Rohini
    Publisher
    The Univeristy of Chicago Press
    Type
    Article
    Article Version
    Scholarly/refereed, publisher version
    Published Version
    http://www.jstor.org/stable/10.1086/513050
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    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
    URI
    http://hdl.handle.net/1808/10064
    DOI
    https://doi.org/10.1086/513050
    Collections
    • School of Business Scholarly Works [213]
    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.

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    Contact KU ScholarWorks
    785-864-8983
    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    785-864-8983

    KU Libraries
    1425 Jayhawk Blvd
    Lawrence, KS 66045
    Image Credits
     

     

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