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An applied research on the mere exposure effect for advertising

Research Project

Project/Area Number 15K00211
Research Category

Grant-in-Aid for Scientific Research (C)

Allocation TypeMulti-year Fund
Section一般
Research Field Cognitive science
Research InstitutionRissho University

Principal Investigator

YAGI Yoshihiko  立正大学, 心理学部, 准教授 (80375485)

Project Period (FY) 2015-04-01 – 2018-03-31
Project Status Completed (Fiscal Year 2017)
Budget Amount *help
¥4,420,000 (Direct Cost: ¥3,400,000、Indirect Cost: ¥1,020,000)
Fiscal Year 2017: ¥1,300,000 (Direct Cost: ¥1,000,000、Indirect Cost: ¥300,000)
Fiscal Year 2016: ¥1,430,000 (Direct Cost: ¥1,100,000、Indirect Cost: ¥330,000)
Fiscal Year 2015: ¥1,690,000 (Direct Cost: ¥1,300,000、Indirect Cost: ¥390,000)
Keywords単純接触効果 / 広告 / 注意 / 顔 / 好意度評定 / 単純接触 / 好意度 / 表象
Outline of Final Research Achievements

The purpose of this study was to explore the method in which the mere exposure effect can be applied to advertising. In Study 1, the results from four experiments revealed that the mere exposure effect occurred for internalized visual images. This suggested that the occurrence of the mere exposure effect dose not depend on what participants observed, but how they constructed visual images of the stimuli. On the basis of this view, in Study 2, actually published advertising images that were consisted of product images along with a female model were utilized as stimuli. The results from 4 experiments showed that the mere exposure effect occurred only for model images that inevitably captured participants’ attention. The results also indicated that it was necessary for the occurrence of the mere exposure effect that participants explicitly direct their attention toward product images while they repeatedly observed the adverting images.

Report

(4 results)
  • 2017 Annual Research Report   Final Research Report ( PDF )
  • 2016 Research-status Report
  • 2015 Research-status Report
  • Research Products

    (3 results)

All 2017 2016

All Journal Article (2 results) (of which Int'l Joint Research: 1 results,  Peer Reviewed: 1 results,  Open Access: 1 results,  Acknowledgement Compliant: 1 results) Presentation (1 results)

  • [Journal Article] The mere exposure effect for visual image2017

    • Author(s)
      Inoue Kazuya、Yagi Yoshihiko、Sato Nobuya
    • Journal Title

      Memory & Cognition

      Volume: 46 Issue: 2 Pages: 181-190

    • DOI

      10.3758/s13421-017-0756-6

    • Related Report
      2017 Annual Research Report
    • Peer Reviewed / Int'l Joint Research
  • [Journal Article] 風景刺激を用いた単純接触効果2016

    • Author(s)
      八木善彦
    • Journal Title

      立正大学心理学研究所紀要

      Volume: 14 Pages: 71-76

    • NAID

      120005842235

    • Related Report
      2015 Research-status Report
    • Open Access / Acknowledgement Compliant
  • [Presentation] 広告画像における単純接触効果2017

    • Author(s)
      八木善彦・井上和哉
    • Organizer
      日本心理学会
    • Related Report
      2017 Annual Research Report

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Published: 2015-04-16   Modified: 2019-03-29  

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