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Effects of Self-Control Resources on the Interplay between Implicit and Explicit Attitude Processes in the Subliminal Mere Exposure Paradigm

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  • Naoaki Kawakami
  • Emi Miura

Abstract

Recent studies have shown that the mere exposure effect under subliminal conditions is more likely to emergefor implicit attitudes than explicit attitudes. We tested whether the implicit effects of subliminal mere exposurecould spill over to the explicit level by depleting self-control resources. Participants were subliminally exposedto a novel female photograph. Then, implicit and explicit attitudes toward an exposed and an unexposedphotograph were measured. This basic design was crossed with a cognitive load manipulation, which shoulddeplete the capacity of self-control resources (low cognitive load vs. high cognitive load). Results showed thatthe subliminal mere exposure effect occurred for not only implicit attitudes but also explicit attitudes whenparticipants’ cognitive resources were depleted in the high cognitive load condition. In contrast, when cognitiveresources were not depleted, the subliminal mere exposure effect only emerged for implicit attitudes. Thesefindings support the contention that self-control failures could facilitate implicit effects of subliminal mereexposure toward the explicit level.

Suggested Citation

  • Naoaki Kawakami & Emi Miura, 2014. "Effects of Self-Control Resources on the Interplay between Implicit and Explicit Attitude Processes in the Subliminal Mere Exposure Paradigm," International Journal of Psychological Studies, Canadian Center of Science and Education, vol. 6(2), pages 1-98, June.
  • Handle: RePEc:ibn:ijpsjl:v:6:y:2014:i:2:p:98
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    References listed on IDEAS

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    1. Ashok Lalwani, 2009. "The Distinct Influence of Cognitive Busyness and Need for Closure on Cultural Differences in Socially Desirable Responding," Working Papers 0061, College of Business, University of Texas at San Antonio.
    2. Ashok K. Lalwani, 2009. "The Distinct Influence of Cognitive Busyness and Need for Closure on Cultural Differences in Socially Desirable Responding," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 36(2), pages 305-316.
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    JEL classification:

    • R00 - Urban, Rural, Regional, Real Estate, and Transportation Economics - - General - - - General
    • Z0 - Other Special Topics - - General

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