Psychology Commons^™

Neurophysiological Evidence That Perceptions Of Fluency Produce Mere Exposure Effects, Richard Addante, P. Andrew Leynes

Psychology Faculty Publications

Recent exposure to people or objects increases liking ratings, the "mere exposure effect" (Zajonc in American Psychologist, 35, 117-123, 1968), and an increase in processing fluency has been identified as a potential mechanism for producing this effect. This fluency hypothesis was directly tested by altering the trial-by-trial image clarity (i.e., fluency) while Event-Related Potentials (ERPs) were recorded. In Experiment 1, clarity was altered across two trial blocks that each had homogenous trial-by-trial clarity, whereas clarity varied randomly across trials in Experiment 2. Blocking or randomizing image clarity across trials was expected to produce different levels of relative fluency and alter …