The effects of power priming and exposure sequence on mere exposure effect

[Speaker] Matsuda, Ken:1
[Co-author] Onoda, Seina:1, Kouroki, Moritaka:1, Kusumi, Takashi:2
1:Yamaguchi University (Japan), 2:Kyoto University (Japan)

Previous study showed that massed presentation of stimuli and interval between exposure and judgment promoted mere exposure effect. This study investigated how power priming and exposure sequence influenced mere exposure effect. We controlled exposure sequence (spaced and massed), exposure frequency (3, 6, and 9 times), and power priming (high power and low power). Forty-eight participants were imposed the power priming task, Life Orientation Task-Revised (LOT-R), and the questionnaire of social powers, and then were exposed to each banner advertisement as the stimuli. 5 min later, they were asked to rate preference, familiarity, novelty, nostalgia, and purchase intention using a 7-point scale as well as recognition of old and new items. The result showed that the preference scores for the stimuli in massed presentation rose only in case participants became pessimistic by receiving high power priming task.
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