An Examination of Different Explanations for the Mere Exposure Effect
Issue Date
2007-06Author
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/10.1086/513050Metadata
Show full item recordAbstract
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
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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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