ATTITUDINAL EFFECTS OF MERE EXPOSURE1. ROBERT B. ZAJONC. University of Michigan. The hypothesis is offered that mere repeated exposure of the. Zajonc, R.B. () Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology, 9, has been. Zajonc, R.B. () Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology, 9,

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One explanation for this bias is the affect heuristic.

An experiment was conducted in which each subject made both risk judgments and return judgments in regard to 25 domestic stocks chosen randomly from the Tel Aviv stock index. Moreover, given that finance education did not prevent the bias among students with background in quantitative analysis, it is reasonable to assume that other agents without this background would have more difficulties to apply the principles of investments under uncertainty.

Zajonc conducted four experiments, each of which provided overwhelming to strong support for the hypothesis that mere repeated exposure of an individual to a stimulus object enhances his or her attitude toward it.

Although both course options are self-paced, you can choose from self-evaluated and instructor-evaluated options. Earn your certificate and save lives! Bo Bennett teaches both the Introduction to Psychology and Social Psychology courses to adult students, all around the world. This idea explains attachments to both animate and inanimate objects, and why sometimes it is hard to throw things away.

Mere Exposure Effect

Journal of Personality and Zajjonc Psychology, 9, Earn your certificates today! When choosing a particular alternative from a number of financial assets, risk is an important feature.


The results show that in the teaching of Economics, there should be a balance between providing a coherent theoretical framework together with behavioral aspects. The mere exposure effect is well established at this point.

Mere Exposure Effect

Bennett is available for interviews and public speaking events. The subjects were then asked to rate how they felt about each character. This is a FREE course that will take only about 20 minutes. Eleven out of twelve times, the character was liked better when it was in the high frequency category.

Journal of Personality and Social Psychology9 2, Pt.

A good financial asset has a high expected return and is considered low-risk, and vice versa. Assessing Racial Preferences in Movies: Modern EconomyVol. Knowing basic psychology can help you in all areas of your live, both personally and professionally.

Each character was shown from 0—25 times. Have a podcast or know someone who does? At what point does exposure not help with positive feeling? According to this heuristic, the investor forms her attitude about the asset in the first stage, and then links all of her subsequent judgments to this attitude. In no way does mere exposure mean that something is more trustworthy or deserving of positive feelings.

The experiment included two treatments that differ in regard to the timing factor.

Does this work in all situations? Enroll in Social Psychology: Attitudinal effects of mere exposure.

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This type of thinking is biased, as it is both irrational and contradicts the classical theory of finance. According to the classic Capital Assets Pricing Model CAPMwe would expect to receive a positive correlation between risk and return of financial assets.


Some of the subjects were asked to judge the return and risk ratings before learning about the CAPM in class; the others were asked after studying the CAPM material. Finance education reduced the bias, but did not prevent it.

tatitudinal The study does, however, raise questions as to the limitations of exposure. For example, in experiment 3, subjects were shown nonsense symbols that resembled Chinese characters.

This is a college-level course designed to introduce students to the field social psychology, helping students better understand why and how the way we feel, behave, and think is is largely a result of our social worlds. The mere exposure effect is an example of how irrational we can be. This is a full college-level course. Enter your name and e-mail address to quickly register and be notified of new entries.

Fear not; this same irrational bias that has caused you to form attachments to things you no longer have also works to irrationally help you form new attachments! Does it matter what the intervals are of the exposure?