The mere exposure effect and product choice:: A field experiment

The << mere exposure >> effect denotes positive attitude change toward a stimulus after repeated exposure to that stimulus (Zajonc, 1968). The present study investigated whether mere exposure also affects actual choice behavior. Participants named landmarks shown on photographs. In two experimental conditions, the photographs also unobtrusively showed posters depicting the logo of either a lemon candy or a peppermint candy; in a control condition, no posters were shown. Later participants could choose between the two products as a reward. Participants who had been exposed to the lemon logo and control participants chose the lemon candy more frequently, whereas for participants who had been exposed to the peppermint logo, this preference reversed: they chose the peppermint candy more frequently. Theoretical and applied implications are discussed.