W3 preattentive mere exposure effect (janeswki) PAPER LEZEN

Question 1

Sources of affective responses 3

Answer 1

• A direct affective response to a stimulus (surprise)
• An affective response to the match between the stimulus and a stored cognitive representation (recognizing someone) (paper is about this)
• An affective response to the meaning of a stimulus (respone to a toy from your childhood)

Question 2

pre attentive manner

Answer 2

this means that we recognize them unconsciously. You don’t remember exposue but brain stores information

Question 3

How to enhance affective responses to brand names and products? 2

Answer 3

By increasing the availability of the attentive source (repetition) or the duration of the initial stimuli exposure (conscious)
- Increasing the availability of the preattentive exposure. (unconscious)
o The ability to establish a mental representation is resource dependent.
o Depends on how we process information in our brains.

Question 4

Hemispheric resource theory assumes that there are two resource pools that support the formation of a mental representation

Answer 4

Analytic sequential repetitive (LEFT HEMISPHERE)
- Store information about textual stimuli
Holistic inferential processes (RIGHT HEMISPHERE)
- Store information about pictorial stimuli

Question 5

The increase availability of resources in one hemisphere leads to an

Answer 5

increased processing load in another hemisphere.

Question 6

A preattentive processing associated with the attended task activate one

Answer 6

hemisphere to a greater extent.

Question 7

Resource availability in the opposing hemisphere increases in anticipation of cooperative processing. As a response more

Answer 7

more resources are allocated to create a mental representation of the brand.

Question 8

Experiment 1

Answer 8

Manipulate the resource requirements of the stimulus in the visual field opposite to the one containing the brand name

Question 9

experiment 1 4 different stimuli

Answer 9

Brand on the right
- Pictorial stimulus
- Textual stimulus
Brand on the left
- Pictorial stimulus
- Textual stimulus

Question 10

results experimetn 1 (2)

Answer 10

• When the brand name was placed in the right visual field, it was evaluated more positively when the stimulus in the left visual field was pictorial as opposed to verbal
• When the brand name was placed in the left visual field it was evaluated more positively when the stimulus in the right visual field was verbal as opposed to pictorial

Question 11

Experiment 2 Attentive resource strategy: can increase evaluation through goal directed attention allocation 2

Answer 11

• Reducing the attentive resources allocated to the target information thus increasing the likelihood that resources will be allocated to the processing of the target brand name
• Left hemisphere (text) if u reduce pictures text is more processed

Question 12

Experiment 2 Pre-attentive resource strategy noncontrolled resource allocation 2

Answer 12

• Increasing the preattentive processing requirements of the target information, thus increasing the hemispheric resources available for processing the target brand name in the opposite hemisphere
• Foto on the left side will activate right hemisphere will increase resources in left hemisphere and results in better processing text in left hemi

Question 13

Experiment 2 They test whether the effect is influenced by (2)

Answer 13

• Processing load of the verbal claim information
  o Manipulated meaningful words Low (3.5 meaningful words) Moderate (7.5 meaningful words) High (12.5 meaningful words)
• Availability of the attention resources for the processing of the target logo
  o Manipulated Availability of time: Limited (3.5 secs) vs. Extended (6.5 secs)

Question 14

Result experiment 2 In limited resources condition increase ….
In extende load resources decreases …..

Answer 14

in evaluation as information load increases.
when information load increases
This pattern is not influenced by attention in seconds

Question 15

EXPERIMENT 3: putting together experiment 1 and 2: 2 dimensions of stimuli

Answer 15

Quantity of stimulus information: low, moderate, and high
Miningfulness of the stimulus information: (meaningless vs meaningful)

Question 16

As more information are instantiated in the nontarget hemisphere, the evaluation of the brand name instantiated in the opposite hemisphere …

Answer 16

increase

Question 17

As more information are instantiated in the nontarget hemisphere, the evaluation of the brand name instantiated in the opposite hemisphere increase. So quantity increases the effect.
This happen because

Answer 17

becauseA feature analysis in the non target hemisphere is increasing the availability of resources in the target hemisphere.
- So the higher the quantity of stimuli in non target hemisphere the higher the activation in the target hemisphere

Question 18

As the meaningfulness of information insatiate in the nontarget hemisphere increases, the evaluation of a brand name could increase.
This means the

Answer 18

semantic analysis of information in the nontarget hemisphere is increasing the availability of resources in the target hemisphere.

Question 19

Interaction effect

Answer 19

As the quantity of meaningful information in the right visual field increases evaluation of the target brand name in the opposite visual field decreases.