A Salience Theory of Three Novel Exposure Effects
Across four experiments, we demonstrate three novel exposure effects. Repeated exposure makes evaluations more extreme, increases memory-based choice, and increases emotional arousal. Using both statistical mediation models, and a a causal chain of experiments, we show that these effects are driven by increased relative salience of high-exposure stimuli.
Kellen Mrkva and Leaf Van Boven (2018) ,"A Salience Theory of Three Novel Exposure Effects", in NA - Advances in Consumer Research Volume 46, eds. Andrew Gershoff, Robert Kozinets, and Tiffany White, Duluth, MN : Association for Consumer Research, Pages: 0-0.
Kellen Mrkva, Columbia University, USA
Leaf Van Boven, University of Colorado, USA
NA - Advances in Consumer Research Volume 46 | 2018
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