Preattentive Mere Exposure Effects

“…more often a person encounters a novel (usually neutral) attitude object, the more favorable he or she is likely to evaluate that object; this effect is stronger when exposure to the object is subliminal rather than supraliminal (Bornstein & D’Agostino 1992, Janiszewski 1993; cf Murphy et al 1995).”

“Research in consumer behavior has also shown that incidental exposure to logos, brand names, or pictures of objects may lead to more favorable product evaluations (e.g., Janiszewski 1993).”

“encourages consumers to have a more favorable attitude toward the brand, even when the consumer cannot recollect the initial exposure (Janiszewski, 1993).”

“Russo and Leclerc (1994) studied in-store brand choice, Fischer et al (1989) studied warning labels on tobacco ads, Janiszewski (1998) looked at exploratory search behavior with catalogs, Kroeber-Riel (1979) investigated the effect of arousal on advertising copy processing, and Lohse (1997) studied Yellow Page adverti…”

“Evidence for this is provided by the nding that preference is positively related to exposure frequency, even when participants fail to recall that they have actually seen the stimuli (e.g. Janiszewski, 1993; Kunst-Wilson & Zajonc, 1980; Murphy & Zajonc, 1993).”

“For example, Janiszewski (1993) found that exposure to a brand name encouraged consumers to have a more favorable attitude toward that brand even when the consumer could not recall the initial exposure to the brand.”

“1 Next, a mere exposure effect may also exist that may make the firm more accessible to the customer (Janiszewski 1993).”

“Implicit brand memory As shown by several recent reports during the past few decades, the search for unconscious processes and implicit measures of branding is an active field of inquiry in consumer psychology (Baker, 2003; Bargh, 2002; Brasel and Gips, 2011; Chartrand et al., 2008; Claudi, Dimofte and Yalch, 2011; Fr…”

“In the mere exposure effect, exposing consumers to a brand name is shown to instill more positive brand attitudes (Janiszewski 1993; Zajonc 1980).”

“…Hawkins and Hoch, 1992; Law, and Braun, 2000), and the mere exposure effect (the formulation of a positive affect from exposure to a brief stimulus, Janiszewski 1993) both illustrate changes in consumer behavior following a single exposure to a stimuli without awareness of the prior exposure.”

“In the advertising literature, this form of exposure is sometimes called ‘‘incidental’’ or ‘‘mere’’ exposure (Janiszewski, 1993; Shapiro, MacInnis, & Heckler, 1997; Shapiro, 1999).”

“Janiszewski (1988, 1990, 1993) finds that incidental exposure to advertisements can influence liking for an advertisement and for the brand names and product packages included in the advertisement (see also Anand, Holbrook, and Stephens 1988).”

“that mere exposure to brand name or product information can have a positive effect on consumers’ attitude toward the product [35, 67].”

“For example, research on incidental ad exposure (Janiszewski, 1993; Shapiro, 1999) assumes that preferences are “formed independently of conscious processing” (Janiszewski, 1988, p.”

“Shapiro, MacInnis, Heckler, and Perez (1999), building on earlier work of Janiszewski (1988, 1993) and an earlier study (Shapiro, MacInnis, & Heckler, 1997), indicate that advertisements, even if not explicitly recalled or recognized, may influence consumers especially with regard to the inclusion of a brand in a cons…”

“Surprisingly, this aspect has rarely been taken into account in previous research: studies testing the effectiveness of placements mostly work with simple placement contexts, such as slideshows of placements or newspaper articles (Janiszewski 1993; see also Baker 1999).”

“This facilitated processing fluency leads to a sense of familiarity that may, in turn, be misconstrued as a beneficial quality, resulting in positive affect toward the brand (Jacoby, Kelley, & Dywan, 1989; Janiszewski, 1993).”

“Mental representations of brands are multidimensional and are composed of different kinds of information (Keller 2003).”

“Besides, research shows that average exposure durations to advertisements tend to be significantly shorter when consumers control exposure (e.g., Kiss and Wettig 1972) than when experimenters control exposure (Janiszewski 1993; Kroeber-Riel 1984).”

“…and cognitive elaboration, such as research conducted within the mere exposure paradigm, which shows that affective reactions toward stimuli are evoked outside of conscious awareness and independent of cognitive resources (Janiszewski, 1993; Kunst-Wilson & Zajonc, 1980; Murphy & Zajonc, 1993).”

“Within the context of product placement, Janiszewski (1993) found implicit memory processes at work due to preattentive processing of placements; although participants did not recall exposure to the brands, mere exposure resulted in more favorable attitudes towards the brands.”

“Research conducted with adults has confirmed the mere exposure effect on brand attitude and choice (Baker, 1999; Janiszewski, 1993).”

“” Many marketing actions attempt to make consumers familiar with a brand in the hopes that consumers will choose familiar brands – sufficient exposure to a brand name is often sufficient to enhance positive attitudes toward the brand (Zajonc 1968; Janiszewski 1993).”

“In the consumer research realm, such effects were measured when exposure to the stimuli occurred during incidental learning (i.e., when completing another task; see, e.g., Janiszewski 1993).”

“The impact of information on the cognition and emotion of the public is called by some scholars the exposure effect [52].”

“Attitude toward the advertised brand was collected via questionnaire and assessed by averaging the scores of five nine-point measures: likable/unlikable, unpleasant/pleasant, appealing/unappealing, attractive/unattractive, and bad/good [17, 28].”

“Marketing researchers have applied eye-tracking methodologies to capture consumers’ eye movements when they view print advertisements (e.g., Janiszewski 1993; Krugman et al. 1994; Pieters et al. 1996, 1999, 2002; Rayner et al. 2001; Rosbergen et al. 1997).”

“and Pieters (2008b) have reviewed the use of eye-tracking in advertising studies (print, TV, and banner), health and nutrition warnings (Krugman, Fox, Fletcher, Fischer, & Rojas, 1994), branding (Janiszewski, 1993), and choice, in-store marketing (Chandon,”

“For example, if television advertising primarily diverts consumers from competitive generic keyword searches to branded keyword searches, then brands’ television advertising expenditures are more likely to be strategic complements.”

“Several marketing studies (Janiszewski, 1993; Shapiro & MacInnis, 1992) employed peripheral placement of advertisements when examining unconscious processing.”

“This is compounded further by the “mere exposure effect,” which is welldocumented in the psychology literature (Brooks and Watkins, 1989; Janiszewski, 1993; Van Beselaere, 1983; Zajonc, 1968).”

“…to brand communication reinforces the brand memory traces, generating a greater sense of familiarity, associated with feelings of warmth and proximity towards the brand and activating positive brand attitudes (Seamon, Brody, and Kauff 1983; Janiszewski 1993; Keller 2003b; Hoyer and Brown 1990).”

“Prior exposures to brand names or product packages enhance fluency and thus result in more favorable product evaluations (Janiszewski 1993).”

“, & Kumkale, G. T. (2003). Affect as information in persuasion: A model of affect identification and”

“…that may be seen but not explicitly processed, such as billboards, brand logo placements, and Internet banner ads (Matthes, Schemer, and Wirth 2007), and even for print ads that will be ignored while attending to other content, as is often the case with magazines ( Janiszewski 1990, 1993).”

“Consumers tend to use perceptual filtering whereby they only pay attention to stimuli deemed relevant to existing needs, wants, beliefs and attitudes and disregard the rest (Janiszewski, 1993).”

“…attention (e.g., newspaper ads adjacent to an editorial) can be processed together with his or her primary task (e.g., reading a newspaper), so that it influences the person’s attitude toward the ad and brand 86 and the product’s likelihood of being included in his or her consideration set.”

“Th ere are yet other examples of dissociations that can be explained with the same principle (e.g., Janiszewski, 1993; Krishnan, 1999; Krishnan & Shapiro, 1996).”

“…fluency—of things " feeling right " —have been shown to impact judgments and behavior ranging from brand and product evaluations (Ferraro et al. 2008, Janiszewski 1993, Labroo et al. 2008, showed that stocks with fluent stock ticker codes (those whose abbreviations were pronounceable) outperformed…”

“Janiszewski (1993) examined the impact of pre-attentive ad processing on affective response to brand names.”

“…years, the general concept of scanning has taken a variety of names in the literature: incidental or mere exposure (Bornstein, Leone, Galley, 1987; Janiszewski, 1993; Obermiller, 1985; Shapiro, 1999; Shapiro, MacInnis, & Heckler, 1997; Tewksbury, Weaver, & Maddex, 2001), incidental information…”

“Familiar brands attract attention in ads (Pechmann and Stewart, 1990; Chattopadhyay, 1998) and they receive more favorable evaluations (Janiszewski, 1993; Holden and Vanhuele, 1999).”

“Prior work on the metacognitive experience of processing fluency suggests that the more easily a stimulus can be processed, the more positively it tends to be evaluated (Ariely and Norton 2009; Janiszewski 1993; Labroo, Dhar, and Schwarz 2008).”

“Janiszewski (1993) earlier demonstrated how the incidental exposure to a brand name can increase positive affect as a function of availability of stored representation in memory representation.”

“Implicit cognition involves human learning and attitude formation in the absence of overt processing and, in some cases, conscious awareness (Alba and Hutchinson 2000; Bargh and Chartrand 1999; Greenwald and Banaji 1995; Janiszewski 1988, 1993; Janiszewski and Meyvis 2001; Shapiro 1999).”

“Mere exposure to the organization through repeated, but not predominantly negative, coverage can simply increase these individuals' familiarity with it, which, all else being equal, is likely to produce a more favorable attitude (Janiszewski, 1993).”

“Beyond the awareness effect, (a) mere exposure to a brand name can promote favorable consumer attitude to the brand (Janiszewski 1993).”

“However, the literature on mere exposure effects and false fame (Janiszewski, 1993; Holden and Vanhuele, 1999) suggests that this may be the optimal advertising response.”

“About half a dozen marketing studies investigated the role of preattention within the mere exposure phenomenon, but no clear conclusions have been reached (Janiszewski 1993; Shapiro et al .”

“Consumer behavior researchers have noted that familiar brands have an advantage over unfamiliar brands in that familiarity enhances attitudes toward the ad and the brand (Campbell and Keller 2003), as well as generating ad attention (Pechmann and Stewart 1990), cutting through ‘ad clutter’ (Dahlén 2001), moderating bo…”

“It was necessary to provide the pictures to ensure respondents were fully aware of the products referred to in the questionnaire, but viewing the pictures would have constituted a level of priming greater than complete non-exposure((53)).”