Zajnoc's ground breaking paper, attitudinal effects of mere exposure was published in the journal of personality and social psychology in 1968. It described a series of experiments in which he showed participants A sequence of random images- geometric shapes, Chinese symbols, paintings and pictures of faces- that were flashed in front of them so rapidly that they were in unable to describe which was shown repeatedly. When subjects were later asked which images they preferred they consistently choose the ones to which they had been most frequently exposed although they were not exposed although they were not aware of it.
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| The animation shows the effect of mere exposure by symbol and alphabets with uneven rates of repetition; The more frequently you saw the symbol the more you will like it. I have been showing the Logo of VML from the starting of this post, this is the frequent exposure of logo,the position of corner logo in both images helps to relate and enhance the exposure. |
The form of experience that we came to call "feeling" accompanies all cognition.- Robert Zajonc
Familiarity brings about an attitude change the greater your number of exposure to something the more affection you will feel towards it. lets put it simply the more you see it the more you like it it is even possible to recreate this effect using sound rather than images. If I say a word Nirma then first thing flashes in your mind is the tune and the line which has stimulated in your mind for years. So your mind has indirectly connected the word washing powder and Nirma that's the effect of exposure. Lets understand how does it work in simple diagram.
Zajonc claim that preferences need no inference, meaning that affectionate feeling is not based on reasoned judgement. This is contrary to what most of us might imagine to be the case preference for familiar things is based purely on the history of exposure to it, and is not affected by a person's expressed personal belief or attitudes.
We can never think about something without a feeling attached. We do not just see "a house" we see "a handsome or a beautiful house" every perception we have contain some effect or feeling.
The Advertising industry has always attributed to exposure formidable advertising potential.-Robert Zajonc
Repeated exposure to a brand can create a liking for it, even when it is presented without any factual information and requires no decision making from the person viewing it. Advertising is another domain in which more exposure plays a crucial role. Research seems to suggest that repeated exposure to a brand or corporate name would boost sales but it doesn't take into account other possible effect of frequent exposure. A study found that those who had been exposed more frequently to the banner ads did indeed rate the ads more favorably than those who had seen it less frequently or not at all. Another study found that familiarity with a brand name can create an ambivalent attitude. This may be because people have both good and bad association with familiar companies, and all of these Association are brought to mind with frequent exposure.
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Psychology