Salience theory of mere exposure: Relative exposure increases liking, extremity, and emotional intensity.

We propose and support a salience explanation of exposure effects. We suggest that repeated exposure to stimuli influences evaluations by increasing salience, the relative quality of standing out from other competing stimuli. In Experiments 1 and 2, we manipulated exposure, presenting some stimuli 9 times and other stimuli 3 times, 1 time, or 0 times, as in previous mere exposure research. Exposure increased liking, replicating previous research...