The mere exposure effect for visual image.

Mere exposure effect refers to a phenomenon in which repeated stimuli are evaluated more positively than novel stimuli. We investigated whether this effect occurs for internally generated visual representations (i.e., visual images). In an exposure phase, a 5 × 5 dot array was presented, and a pair of dots corresponding to the neighboring vertices of an invisible polygon was sequentially flashed (in red), creating an invisible polygon. In Experiments 1, 2, and 4, participants visualized and memorized the shapes of invisible polygons based on different sequences of flashed dots, whereas in Experiment 3, participants only memorized positions of these dots. In a subsequent rating phase, participants visualized the shape of the invisible polygon from allocations of numerical characters on its vertices, and then rated their preference for invisible polygons (Experiments 1, 2, and 3). In contrast, in Experiment 4, participants rated the preference for visible polygons. Results showed that the mere exposure effect appeared only when participants visualized the shape of invisible polygons in both the exposure and rating phases (Experiments 1 and 2), suggesting that the mere exposure effect occurred for internalized visual images. This implies that the sensory inputs from repeated stimuli play a minor role in the mere exposure effect. Absence of the mere exposure effect in Experiment 4 suggests that the consistency of processing between exposure and rating phases plays an important role in the mere exposure effect.