Effects of subliminal mere exposure on trait judgments and the role of stereotyped knowledge

Abstract

This study investigated the effects of repeated exposures to male and female targets on trait impressions and the role of stereotyped knowledge for the target's social category in impression formation process. The participants were repeatedly exposed to slides of male and female faces for subliminal durations. For each of 12 pairs containing both previously presented slide and newly presented slide, the participants made forced-choice liking judgments (Experiment 1), trait judgments (Experiment 2) and recognition judgments (Experiments 1 and 2). It was found that participants' attitude toward the targets became more positive, even though target recognition was not significantly greater than the chance level. Yet, when the dimension of judgment was stereotypically associated with the target's social category, exposure effects were obtained for the targets whose social category and its dimension were inferentially matched, but not obtained for the targets whose social category and its dimension were not inferentially matched. Some theoretical implications of the role of social category information in the mere exposure phenomenon are discussed.