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Mere Exposure & Attitude Change

" On February 27, 1967, the Associated Press carried the following story from Corvallis, Oregon: A mysterious student has been attending a class at Oregon State University for the past two months enveloped in a big black bag. Only his bare feet show. Each Monday, Wednesday, and Friday at 11:30 A.M. the Black Bag sits on a small table near the back of the classroom. The class is Speech 113-basic persuasion. ... Charles Goetzinger, professor of the class, knows the identity of the person inside. None of the 20 students in the class do. Goetzinger said the students' attitude changed from hostility toward the Black Bag to curiosity and finally to friendship."

(Zajonc, 1968, p.1)

Index
Introduction

Mere Exposure Effect I / II

Mere Exposure & Ad
Mere Exposure Limit
Conclusion
Reference

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Other Theories

 

By Hyun Ju Jeong

Advisor : Dr. John D. Leckenby

Theories of Persuasive Communication and Consumer Decision Making in Spring 2002
Department of Advertising
University of Texas at Austin

Introduction /Mere Exposure Effect I II/ Mere Exposure & Ad / Mere Exposure Limit/ Conclusion / Reference