Varieties of Mere Exposure: The Effects of Processing Style and Repetition on Affective Response

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Abstract
Various theories are examined in order to develop a mechanism that can explain the role of exposure in affective response. Processing style is proposed as a moderating variable that includes attention and elaboration of processing. An experiment suggests that some minimal level of processing (focused attention) may be required for affective response based on sensed familiarity and that more elaborative processing may invoke complex evaluative processes.

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