The goal of this paper is to understand the main idea of the mere exposure effect, by attempting to know how it affects attitudes toward objects both in psychology and advertising. The mere exposure effect, suggested by R.B. Zajonc in 1968, hypothesizes that mere repeated exposure of the individual to a stimulus object enhances his attitude toward it (Zajonc, 1968).

His hypothesis is closely related to the phenomenon that people tend to think positively about objects that are familiar to them. Subsequent studies also support his idea experimentally and statistically, demonstrating the impact of repeatedly presented stimulus through subliminal presentation on positive affection of the object without conscious awareness of the stimulus. In advertising, this explanation is employed to figure out not only how to develop persuasive advertising messages, but also how to understand consumers' attitude changes, such as preference, from subliminal advertising to banner advertising on the Web.

This paper explores his two explanations; the mere-exposure theory of attitude change and the affection-without-cognition because both are closely related each other and directly connected to the discussion of persuasive communications and advertising. It will also review other studies supporting the mere exposure discussion in order to understand the theory under different conditions:

First, I will not only examine the hypothesis and three experiments of mere exposure by Zajonc by reviewing his 1968 monograph, but also subsequent psychological studies to provide more discussion. Second, I will look for the relationship of the mere exposure theory and the effect of advertising, showing several advertising research on the mere exposure effect. Third, I will check the theoretical limitations of mere exposure because it can provide a balanced view and help understand mere exposure dynamically. I believe, this study will be a good chance to learn the relationship between merely repeated exposure and familiarity but also of familiarity and positive attitude in terms of how to persuade consumers through advertising.