Fang, Xiang; Singh, Surendra; Ahluwalia, Rohini - In: Journal of Consumer Research 34 (2007) 1, pp. 97-103
This article investigates two competing explanations of the mere exposure effect-the cognition-based perceptual fluency/misattribution theory (PF/M) and the affect-based hedonic fluency model (HFM)-under incidental exposure conditions. In two studies, the classical mere exposure effect is...