Two experiments tested predictions of the perceptual fluency/attributional model of Bornstein and D'Agostino (1990; see also PA, Vol 80:4248). The mere exposure effect results from (1) increased perceptual fluency induced by repeated exposure to a stimulus and (2) attribution of perceptual fluency effects to liking for a stimulus based on contextual cues provided by the experimenter. 80 undergraduates participated in each study. Exp 1 investigated whether contextual information provided immediately prior to the rating phase of a subliminal mere exposure experiment influenced liking ratings of merely-exposed stimuli. Exp 2 examined whether similar contextual information influenced liking ratings of clearly recognized stimuli in a supraliminal mere exposure effect experiment. Results indicate that evaluative ratings of merely-exposed stimuli are influenced by information availability that allows correction of initial fluency-based ratings.
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