GRIMES, Anthony and STAFFORD, Tom (2012). Memory enhances the mere exposure effect. Psychology and Marketing, 29 (12), 995-1003.
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Abstract
The fact of having already encountered something encourages future preference, a phenomenon known as the mere exposure effect (MEE). There is a widely accepted view that recognition inhibits the MEE. Here this view is contested and the generality of the findings upon which it is based questioned. New evidence is presented from a systematic investigation of the moderating influence of recognition memory on the MEE, using brand logo stimuli and methods that make the results directly applicable to marketing practice. It is shown that recognition, whether correct or mistaken, enhances, rather than inhibits, the likelihood of preference.
Item Type: | Article |
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Research Institute, Centre or Group - Does NOT include content added after October 2018: | Sheffield Business School Research Institute > Marketing and Strategy |
Departments - Does NOT include content added after October 2018: | Sheffield Business School > Department of Management |
Identification Number: | https://doi.org/10.1002/mar.20581 |
Page Range: | 995-1003 |
Depositing User: | Anthony Grimes |
Date Deposited: | 23 Aug 2018 09:58 |
Last Modified: | 18 Mar 2021 07:32 |
URI: | https://shura.shu.ac.uk/id/eprint/22202 |
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