Memory Enhances the Mere Exposure Effect
Article first published online: 12 NOV 2012
© 2012 Wiley Periodicals, Inc.
Psychology & Marketing
Volume 29, Issue 12, pages 995–1003, December 2012
How to Cite
Stafford, T. and Grimes, A. (2012), Memory Enhances the Mere Exposure Effect. Psychol. Mark., 29: 995–1003. doi: 10.1002/mar.20581
- Issue published online: 12 NOV 2012
- Article first published online: 12 NOV 2012
The fact of having already encountered something encourages future preference, a phenomenon known as the mere exposure effect (MEE). There is a widely accepted view that recognition inhibits the MEE. Here this view is contested and the generality of the findings upon which it is based questioned. New evidence is presented from a systematic investigation of the moderating influence of recognition memory on the MEE, using brand logo stimuli and methods that make the results directly applicable to marketing practice. It is shown that recognition, whether correct or mistaken, enhances, rather than inhibits, the likelihood of preference.