Mere exposure has differential effects on attention allocation to threatening and neutral stimuli

The mere exposure (ME) effect is the phenomenon whereby familiar stimuli are rated more positively than their novel counterparts (e.g., Zajonc, 1968). Though the effect of mere familiarity on a variety of affective judgments is robust and well documented, relatively little research has examined the effects of ME on other non-affective outcomes. The current research addressed this issue by examining the effects of ME on selective attention to threatening and neutral stimuli. We predicted and found that threatening stimuli, which typically arouse negative affect and capture attention, were attended to less following ME; conversely, neutral stimuli, which typically do not arouse affect nor capture attention, were attended to more following ME. The implications of these findings for the literatures on mere exposure and attention are discussed as are speculations about mediators of these effects.