When mere exposure leads to less liking: the incremental threat effect in intergroup contexts.

In two experiments we tested the hypothesis that repeated exposure to out-group-relevant attitude objects would lead to less liking following a threat to identity. In Experiment 1 exposure to abstract artwork ostensibly created by a member of an out-group university led to more liking under baseline conditions, but not following a manipulation of threat. In Experiment 2 we observed a negative relationship between exposure and liking following threat: liking reversed the typical mere exposure effect. Reported emotion mediated the interactive effect of threat and exposure on liking. These findings illustrate how social identity threat can be experienced incrementally as a function of exposure. We discuss the findings in the context of an integration of research on exposure, identity, attitudes, and contact.