Multiple mere exposure effect: Category evaluation measured in the Go/No-go Association Task (GNAT)

Abstract

The effect on likability of multiple subliminal exposures to the same person was investigated. Past studies on the mere exposure effect indicated a correlation between the frequency of repeated exposure to the same stimulus and likability. We proposed that exposure to various stimuli of the same person would have a stronger effect on likability. Participants were subliminally exposed to photographs of a person's face taken from seven angles (multi-angle-exposure) three times each (Experiment 1), or photographs of a person with seven facial expressions (multi-expression-exposure) three times each (Experiment 2). Then, the likability toward the exposed person was measured using the Go/No-go Association Task. The results indicated that the effect of the multiple exposures from various angles was equivalent to exposure to only one full-face photograph shown 21 times (Experiment 1). Moreover, likability was significantly higher in the case of exposure to various facial expressions than for exposure to only a single facial expression (Experiment 2). The results suggest that exposure to various stimuli in a category is more effective than repeated exposure to a single stimulus for increasing likability.