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.

Citation:

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.