Psychonomic Science

, Volume 17, Issue 4, pp 216–217 | Cite as

Exposure and affect: A field experiment

  • Robert B. Zajonc
  • D. W. Rajecki
Human Learning & Thinking Social Processes


A field experiment was carried out to test the hypothesis that the mere repeated exposure of a stimulus is a sufficient condition for the enhancement of the S’s attitude toward it. The utilization of a series of display advertisements in the newspapers of two universities made it possible to specify that a set of five Turkish words was exposed at various frequencies to large numbers of people. Questionnaires containing the test words and a good-bad rating scale for each were subsequently distributed among the school populations. The hypothesis gained support: respondents assigned the highest affective ratings to the most frequently exposed words, the lowest ratings to the least frequently exposed words, and moderate ratings to the words appearing at intermediate frequencies.


Test Word Critical Word Affective Rating Mere Exposure Filler Word 
These keywords were added by machine and not by the authors. This process is experimental and the keywords may be updated as the learning algorithm improves.


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Copyright information

© Psychonomic Journals, Inc. 1969

Authors and Affiliations

  • Robert B. Zajonc
    • 1
  • D. W. Rajecki
    • 1
  1. 1.University of MichiganAnn ArborUSA

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