The Mere Exposure Effect Of Single Channel And Double Channel

The mere exposure effect refers to a particular stimulus, the more personal contact, the easier it is to their preference of a kind of social effect.Many psychologists have studied the effect from different angles and discussion, but most of these studies focus on observation by changing the stimulus variable generation mechanism of mere exposure effect, few people involved purely mere exposure effect of single channel and double channel research. Mere exposure effect, as a kind of common psychological phenomenon, has important practical significance.Many businesses in the promotion of their products, all need through the way of advertising for publicity, if can very good use of the mere exposure effect for advertisement design, which will greatly enhance the effectiveness of advertising.This study adopts the extraneous stimulus(neutral and negative words) to stimulate the materials, under the condition of single channel and dual channel for mere exposure effect are studied and discussed.This research is divided into three parts, the first part is the neutral and negative words as stimulus material, in the visual threshold under present conditions, the subjects of pure contact effect were studied.The second part also uses the neutral and negative words as stimulus material, and present conditions of subjects in auditory subliminal pure contact effect were studied.The third part is the neutral and negative words as stimulus material, under the audio-visual dual channel threshold conditions, pure contact effect was studied for the participants.Through the three parts of experiment, this study have the following conclusion:(1) when the extraneous stimulus through the visual rendering, neutral can produce the mere exposure effect, and negative word cannot produce the effect.(2) when the extraneous stimulus through the auditory channel present, neutral can produce the mere exposure effect, and negative word cannot produce the effect.(3) when the extraneous stimulus through audio-visual dual channel present, neutral of the mere exposure effect is more significant compared with the single channel conditions, higher level of preference;While negative word shows the lower level of preference.