Attitude Change by Stimulus Exposures

Abstract

The present experiment tested Zajonc's hypothesis that mere repeated exposure to a stimulus would enhance attitude, in a positive direction, toward that stimulus. Relative to past research in this area, variations were introduced in such parameters as stimulus content, instructions, scale polarity, and exposure duration, with frequency of exposures held constant. Ss' attitudes toward a harmless caged snake were tested. One group received appropriate scales and instructions to rate the snake as to likability, while a second group received scales and instructions to rate the snake as to dislikability. These groups were further divided into long- or short-exposure sub-groups. Results revealed an enhancement trend for all groups, this being significant only for the likability groups. Duration of exposure within the likability groups did not significantly and differentially alter enhancement. The findings were interpreted to be in congruence with Zajonc's hypothesis but suggested the specification of certain boundary conditions. Relationships between experimentation on stimulus exposures and research on the desensitization behavior therapies were then discussed.