Attentional modulation of the mere exposure effect.

The mere exposure effect refers to the phenomenon where previous exposures to stimuli increase participants' subsequent affective preference for those stimuli. This study explored the effect of selective attention on the mere exposure effect. The experiments manipulated the to-be-attended drawings in the exposure period (either red or green polygons in Experiments 1 and 2; both red and green polygons in Experiments 3 and 4) and black to-be-evaluated drawings in the affective judgment period (morphologically identical to the red or green polygons in Experiments 1 and 4; morphologically identical to the composite drawings in Experiments 2 and 3). The results showed a significant mere exposure effect only for the target shapes involved in attentional selection, even when the participants could recognize the nontarget shapes. This indicates that selective attention modulated the mere exposure effect.