Getting to Know Is Getting to Like: Implicit Cognitive Progress Can Awaken Liking

Aparna A. Labroo, University of Chicago, USA
Ying Zhang, University of Texas at Austin, USA
Ayelet Fishbach, University of Chicago, USA
We demonstrate that a recent increase in accessibility (i.e., the subjective feeling that a stimulus is getting more familiar) influences interest in a stimulus, which determines evaluation after a short delay. Interest results from feeling stimulated and builds over time, and it is independent of pleasantness, which reflects immediate accessibility and is insensitive to change.
[ to cite ]:
Aparna A. Labroo, Ying Zhang, and Ayelet Fishbach (2011) ,"Getting to Know Is Getting to Like: Implicit Cognitive Progress Can Awaken Liking", in NA - Advances in Consumer Research Volume 38, eds. Darren W. Dahl, Gita V. Johar, and Stijn M.J. van Osselaer, Duluth, MN : Association for Consumer Research.