Two-factor Theory
The mere-exposure effect has been explained by a two-factor theory that posits that repeated exposure of a stimulus increases perceptual fluency which is the ease with which a stimulus can be processed. Perceptual fluency, in turn, increases positive affect Studies showed that repeated exposure increases perceptual fluency, confirming the first part of the two-factor theory. Later studies observed that perceptual fluency is affectively positive, confirming the second part of the fluency account of the mere-exposure effect.
Read more about this topic: Mere-exposure Effect
Famous quotes containing the word theory:
“There never comes a point where a theory can be said to be true. The most that one can claim for any theory is that it has shared the successes of all its rivals and that it has passed at least one test which they have failed.”
—A.J. (Alfred Jules)