събота, август 21, 2010

Tales of mere exposure

..mere repeated exposure of the individual to a stimulus is a sufficient condition for the enhancement of his attitude toward it.


The foremost proponent of this hypothesis, the advertising industry, has always attributed to exposure formidable advertising potential. But—apparently, in respect for the law of enhancement by association—it seldom dared to utilize mere exposure. The product, its name, or its hallmark is always presented to the public in contiguity with other and always attractive stimuli, commonly females, exposed more bodily than the product itself.

Zajonc, Robert B. (1968): Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology Monograph Supplement, Volume 9, No. 2, Part 2, 1-27.

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