PREATTENTIVE MERE EXPOSURE EFFECTS

Mere exposure to a brand name or product package can encourage a consumer to have a more favorable attitude toward the brand, even when the consumer cannot recollect the initial exposure. This article provides evidence that mere exposure effects persist when initial exposures to brand names and product packages are incidental, devoid of any intentional effort to process the brand information. These unintentional mere exposure effects are attributed to preattentive processes and are explained through hemispheric processing theory.