Effects of exposure frequency and background information on preferences for photographs of cars in different locations

Abstract

This study examined the influence of familiarity and novelty on the mere exposure effect while manipulating the presentation of background information. We selected presentation stimuli that integrated cars and backgrounds based on the results of pilot studies. During the exposure phase, we displayed the stimuli successively for 3 seconds, manipulating the background information (same or different backgrounds with each presentation) and exposure frequency (3, 6, and 9 times). In the judgment phase, 18 participants judged the cars in terms of preference, familiarity, and novelty on a 7-point scale. As the number of stimulus presentations increased, the preference for the cars increased during the different background condition and decreased during the same background condition. This increased preference may be due to the increase in familiarity caused by the higher exposure frequency and novelty resulting from the background changes per exposure session. The rise in preference judgments was not seen when cars and backgrounds were presented independently. Therefore, the addition of novel features to each exposure session facilitated the mere exposure effect.