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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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