好みの形成に処理水準が及ぼす影響

摘要

対象への好みとその接触経験の間には大きな関連が存在すると考えられる．従来の多くの研究では，接触経験の中でも単純接触と好みとの関連が検討されてきた．そこで本実験では，単純接触ではない意図を伴った接触が好み形成に及ぼす影響を，対象知覚時の処理水準および処理の回数を操作して検討した．その結果，深い処理が行われた対象は浅い処理が行われた対象よりも，5回処理が行われた対象は1回しか処理が行われなかった対象よりも好ましいと評価された．また，これらの効果は、処理の直後だけでなく、1日後、1週間後においても持続しており、好み形成に持続的な影響を及ぼすことが明らかになった．%There seems to be a relationship between liking an object and exposure experiences to it. Previous studies have given special attention to the relationship between liking and the mere exposure experiences. Contrarily, in this study, we have focused only on exposure experiences with intention. In our experiments, we manipulated the levels of processing and the number of times the objects were processed and tested their effects on the development of liking for objects. The results showed that the deeply processed objects were liked more than objects that were processed superficially, and the objects processed five times were liked more than the objects that were processed only once. Moreover, these effects could still be observed lday and even lweek after the objects were first processed.