First Is Best: First Exposure Effects in Aesthetic Judgments

Mario Pandelaere, Catholic University Leuven, Belgium
Kobe Millet, Catholic University Leuven, Belgium
Bram Van den Bergh, Catholic University Leuven, Belgium
The current paper shows that aesthetic judgments exhibit a first exposure effect: people like aesthetic works they are first exposed to over later encountered similar works. Controlling for mere exposure, participants preferred the version of a song they heard first to a version they heard later (exps. 1-2), pictures of landscapes they saw first to mirror pictures of those landscapes they saw later (exp. 3) and the orientation of an abstract painting they saw first to any of three remaining orientations (exp. 4). Our results are related to research on pioneering advantage and on order effects in sequential rating formats.
[ to cite ]:
Mario Pandelaere, Kobe Millet, and Bram Van den Bergh (2009) ,"First Is Best: First Exposure Effects in Aesthetic Judgments", in NA - Advances in Consumer Research Volume 36, eds. Ann L. McGill and Sharon Shavitt, Duluth, MN : Association for Consumer Research, Pages: 753-753.