Exposure and affect: A field experiment


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.


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Correspondence to Robert B. Zajonc.

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This research was supported by NIMH Grant No. MH 12174-04.

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Zajonc, R.B., Rajecki, D.W. Exposure and affect: A field experiment. Psychon Sci 17, 216–217 (1969). https://doi.org/10.3758/BF03329178

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  • Test Word
  • Critical Word
  • Affective Rating
  • Mere Exposure
  • Filler Word