Changes in background impair fluency-triggered positive affect: a cross-cultural test using a mere-exposure paradigm.

This study examined whether repeated exposure would enhance positive evaluations when only a part of a stimulus (e.g., the central object) was identical to a previously presented stimulus. Japanese and American participants were exposed to photographs of animals with scenery, then asked their preferences for each of four types of photographs of animals (photographs of animals with the original scenery, photographs of animals without scenery, photographs of animals with novel scenery, and photographs of animals not depicted previously). Finally, their recognition of the animals presented in the exposure phase was tested. Members of both groups showed the mere-exposure effect for the first two types of stimuli, irrespective of stimulus recognition accuracy, whereas this effect was not observed for animals presented with novel scenery. This suggests that changes in background impair positive affect as a result of repeated exposure.