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腎腉腆腄腇腋腂腀腁腃腏腊腍腌腈腅 1), 2) 3) 腴膒腮腋膩膩臂膵膟The mere exposure e#ect as an implicit memory phenomenon Shinobu IKOMA (Institute of Psychology, University of Tsukuba) The mere exposure e#ect, where repeated exposure to a given object increases one’s liking of it, has been well-known for decades. This article argues that the e#ect is an implicit memory phenom- enon. It is clearly dissociated from explicit memory in a number of ways, such as experimental var- iables, participant variables, and stochastic independence. However, there also appear to be some dif- ferences between this e#ect and direct priming e#ects. Some of the controversies surrounding the mere exposure e#ect (such as the validity of perceptual fluency/attributional models, the relation to classical conditioning, structural evaluations of the mere exposure e#ect, and individual di#er- ences) are reviewed and directions for future research are discussed. Key words : mere exposure e#ect, implicit memory, perceptual fluency, dissociation 腋腶腫腄腭腩膕膜腜腉腑腝腩腫腄腭腩臓膓腹臘腰腶腤腌腍腜腉臐膠腪臋腓腐腴腴腷腢腌腶臈腋腶腜腉臐膠腪臠膲膜臈腣腋腵臯臅膠腐臅臱膠腐膽膩腾膋膫腓腧腏腌腢臄臠膲膜腐腴 膱膪腹臫腛腜腉臐膠腤腹腜膈膌腼膋膎膀臐膠腤腩膭腧腪膔腱臃腴腷腶腾膬腶腓臏膰 腥腝腪膆腓膀腾腈臀腡腔腤腩膮膼腤腾腰腜腉臐膠腩膑腡腔臝腤腌腟腞膰膁腧腠腌腢膧 膬腙臛臍腩臂膵腩腧腠腌腢腜腶腽腅膍腅膅 腜腉臐膠臠膲膜腾膬腶腓膱膪 腜腉膕膜腑臓膓腲膘腄膙腻腧膉膁膃腻膇腦臐膠腹 腱腞腴腛腖腤腧腠腌腢腪腜腉臐膠腤腌腍臎腑臈 腷腶腳腵腱腪腶腐臋腓腐腴臂膵腑腘腷腢腌腞Zajonc (1998) 腪腝腩臟臺腩臮腦臂膵腹 Maslow (1937) 腣腋 腶腤腙臣膕 (1979) Solomon & Postman (1952) 腧腳腶膐腲膴腩臂膵腹膗膛腩臷膔膁腤腯腦腙腞腮腞Stang (1974) 腪腖腩腳腍腦臐膠腑 20 膱臺腐腴臁 腘腷腢腌腞腤臧1920 膑腬膞腐腩臂膵腹膚腙腞腋腶腌腪腘腴腧臋腌腱腩腤腙腢Meyer (1903) 腦腥腹膷腕腶腖腤腱腣腒腳腍腙腐腙腜腉臐膠腑 腋膩膩腩膘膛腭腧臈腷腞腩腪 Zajonc (1968) 膐臗腣腋腟 1) 膍膤腧腏腌腢腪腀腆腜腉腩臐膠腇腈1988; 腁膮1995腉腀 腆腦腶腜腉腩臐膠腇腈膵膇1987, 2002腉腀 臫臐膠腚膂1996; 2001; 1999; 腙膦1998腉腀 膖膓臐膠1999腉腀 膕膜腺臫臐膠腇腈臡臆2001腉腀 腆臥膾膕膜腺臫臐 腇腈1981, 1982a, 1982b腤腌腟腞臈腱腌腴腷腢腌腶腑膤膰膟腣腪膐腲膟膩臭膍膤膐 膟膩膤2002腧腦腴腌 腜腉臐膠2) 膤膰膟腧腋腞腵腗臼臉腒腮腙腞腩膂腊膚腞 膮膗膃腞腗 腉腀 臱腩腏腳 腱膆膡致膒膙腩腞腗腳腵膫臲腌腞腙腮腛3) 臈臻腴膒腮臚膟膩臂膵膟 腝腩臍腙腫腴腓腪腜腉臐膠腧腙腢腪臯臅臰膤 腋膩膩腧腏腌腢臂膵腑腰腴腷腢腏腵腜腉臐膠腑 膐腲腋膩膩腩至腦臂膵膃腅膊腩膗腠腤腦腟腞腩腪 1980 膑腬 腐腴腣腋腶Kunst-Wilson & Zajonc (1980) 腧腳腶腜腉臐膠腩腏腳腬 Zajonc (1980) 腧腳腶膫腇腞膐腲腇膋膫腝腼腀腤腝 腷腧腓膫膐腲膰腡腧腳腶腤腖腸腑腒腌腝腩腞 腰腐膐腲腋膩膩臱腑腜腉臐膠腧腠腌腢臉膳腛腶自 腧腪 Zajonc (1968) 腣腪腦腓腝腷腴腹膚腛腶腖腤腑 腙腫腙腫腋腶 腎腫1996; 臤膝2001腉腁 腚腓 80 膑腬腧腪臠膲膜 (implicit memory) 腱腮 膐腲腋膩膩腩腒腦臂膵膄膆膂腾腤腦腟腞臠膲 膜腩臃腪膢膶 20 腩膲膜臂膵腧腏腔腶膣膯腾腔膠腩 膗腠腣腋腵 腁腂2000; 腁腂腩膂1999腉腀 臛腦腏 腺腦臂膵腑腰腴腷腢腌腶腝腙腢臍臸腛腶腳腍腧90 膑腬腜腉臐膠腪臠膲膜腧腳腟腢腱腞腴 腘腷腶臈腣腋腶腖腤腑臯腘腷腠腠腋腶臟膹腣腪腜腉臐膠腑臠膲膜臈腣腋腶腖腤腪臬腣腋腵膦 腰腢腝膥腛腶腮腣腱腦腌腤腛腶膫腆腱臃腴腷腶腳腍腧腦 腵腠腠腋腶腙腐腙腝腩膗腜腉臐膠腧腠腌腢 腪腋腓腮腣膫臂膵腲臯臅臰膤腋膩膩腩膖腣膏腍臈腣腋腶腤腌腍膥腱臛腦腏腝腖腣臕腣腪腖腷 腮腣腧腯臶腨腴腷腢腌腶腐腨腓腩臃腹膲膜臂膵腩臩 腐腴膧膬腙腕膩腛腶腖腤腧腳腵腜腉臐膠腑膐腲腋膩膩臂膵 3 1 2005 113131 113
Transcript
Page 1: Institute of Psychology, University of Tsukuba

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The mere exposure e#ect as an implicit memory phenomenon

Shinobu IKOMA (Institute of Psychology, University of Tsukuba)

The mere exposure e#ect, where repeated exposure to a given object increases one’s liking ofit, has been well-known for decades. This article argues that the e#ect is an implicit memory phenom-enon. It is clearly dissociated from explicit memory in a number of ways, such as experimental var-iables, participant variables, and stochastic independence. However, there also appear to be some dif-ferences between this e#ect and direct priming e#ects. Some of the controversies surrounding themere exposure e#ect (such as the validity of perceptual fluency/attributional models, the relationto classical conditioning, structural evaluations of the mere exposure e#ect, and individual di#er-ences) are reviewed and directions for future research are discussed.

Key words : mere exposure e#ect, implicit memory, perceptual fluency, dissociation

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(1980) -b�dY�#z1���d��#�ef���-g��d�1�+h-b�`  �t�# ��J��( 1����+ �� ���-K� �¡1¢-� Zajonc (1968) "�_�����p/1`� N�N� �i£�( j¤( 1996; ¥{( 2001�#k¦� 8089-��$%& (implicit memory) ;lJ( 1������t_��§¨©ª�_IJ# �$%&�3<�«¬ 208�%&��-.B­®�T��2K"' �Cl( 2000; ClzVB( 1999�( O_.m¯_�� b��� �# �N ( P°1b�-(9089-n'�� �����$%&-bI ;J�c�!"`� )oc�KK# d±"�(�� ��� �$%&!"`��²p"'³� #p1l";_��1�q;<��b�-_'KK# N�N��2�"( �� ���-K� ��l"�d��X)*������r´"µ�!"����¶;O_.s�# �`"?·"�( `�l"-tk¸¹�� ��s���<�%&���º,��LMNu�1`�-b'( �� ��� �$

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1974b �0AB���*� U-������� /-"�cC0�,d� 0*E�-�

Johnson, Kim, & Risse (1985, Exp. 1) 0� efghf�gfigj>klm"0DE!��nop�q%*Fr4,"-�U-�� ���nops�������0\G"$Lt��FrHK�-efghfu.>m"dvIKQ�E%+�,�� !�� ���Marie, Gabrieli, Vaidya, Brown, Pratto, Zajonc, &

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!" Greve & Bauer (1990) *�Q� efK% �>@ LF $-"� S8 (2001)]^� 2\ L�q%[�`a�+���� wMN�q%0g�����*��MN Y��������0Q�,�Ry!"-��hi>m" $-"0?H*��,"$Q� ��!"wMN:-� Willems, Adam, & Van der Linden

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Goldman (1999) 0ef����h�hi>m" R������*Z��!�*� �nop:-� Hal-

pern & O’Connor (2000) �0%+�,"-�-� ��x� Halpern & O’Connor (2000) 0� ef����h�hi>�0D��*Fr4,��-� a@6>�Esiri, Pearson, & Powell, 1986b �j�!�*� Wil-

lems et al. (2002) 0 %'(�4%"���e� ��*������k!"-��\G"<��l !"0� ¡m"n�"�l ¢N�R�*��� Wiggs (1993, Exp. 3) �0� ¡m"0q% $-"0n�" l£¤o �*�������0dv]^�x�¥¦h� !"-�� Gau-

dreau & Peretz (1999) $-"R� q%pq0¡m"�-*O�*� LE?�,��nop�0��*%+�,�-�§+�������0n�"]^�x�¥¦h�*Q�,"-�� rs!� Halpern &

O’Connor (2000) �R� \G¡m" $��������0n�"V*�-*� q%�0ON"$Q¨!�ef����h�hi>m"V*�-��,��x���� ?@��*Fr4,"-"R������0©ª4,�--6� !�*N"� ������0?@����23��Q� RNS�&@�� LN"R��4,"-�-6�� �«!� ?@�� Fr*�- R��K�¬������*Fr4,�-X?H0Q�,"$�¬� LN"�,��?H�­�0tu#$* 4,"-�-�+� !"*e® vE23���0¯-w,�- atu#$��� /-"0�Jones (1983) �ex (1998)3���b� �$� ���0&@����y!"°E:-�,�z�±��²�³ /-"R]^��� a1U� 1999b������:��B�0� 25�G��T6 $-"� U-�T6�0��23I{�|´���*�Q� 8-�0�-9W %+�,�B����� µ5�z�±��²�³��]^ ������R� ?@��T6 ©ª�� %I{�|´ ¶\��N�Q� ��-0· ?@��T6 0©ª!�-LX�I{�|´ }~��N�Q���*?�,"-���U������tu#$ !�()!"� �¸� 3¹ºX���!"������cC!�

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Seamon, Williams, Crowley, Kim, Langer, Orne, &

Wishengrad (1995) ��������� �� ������������������� 3�������� ���!���"��� ��#���� $�� ��%&� ��'�(��)���$*�� ��+����)�� ���',� Seamon et al. (1995)

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�2=�p"q ���O�FGX�^9@�MN�o� zc"FG���n��� ������ ��MN�ri�@)5 Matlin (1971) � �O��" p�q�n���)������ ����-.� ��FG�����s*$"�5� �����������Hh (Anand & Sternthal, 1991; Wilson, 1979)

"'FGX +���� -��t����@)5Seamon et al. (1995, Exp. 1) "e)�'E`� �u���'��� o ��FG������@3.�_*��)�� ��MN���8"'�=�>?�c��5h#����)��v���� Anand, Hol-

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huele, 1994)� �e� Anand & Sternthal (1991) Anand et al. (1988) ��wx"�)�),�)���)�)�

Halpern & O’Connor (2000) � f^�O�����-.�5�� ���y�� d� ��z��^9��)�� ��3.� {|O� �}�~O� ����� D¡���¢O�)Q�"e)�'z��� �m�=� ����-.�6(/0�p£FG��������)��;`a<b=�BG@��� � @)*�5���"�(@�)$����'�7�"�:�89�z¤"FG�����mk@�� �5�,�� ����-.�6(/0$*FG�������b="e)��=�>?������5�� � ����-.��(/0¥������¦U��§����

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