방법 비교

	Facial EMG	Mere Exposure Paradigm
분야	사회심리학	사회심리학
계열	Process / pipeline	Process / pipeline
기원 연도	1986	1968
창시자	John Cacioppo, Richard Petty and colleagues	Robert Zajonc
유형	Psychophysiological affect-measurement method	Experimental paradigm for attitude formation
원전	Cacioppo, J. T., Petty, R. E., Losch, M. E., & Kim, H. S. (1986). Electromyographic activity over facial muscle regions can differentiate the valence and intensity of affective reactions. Journal of Personality and Social Psychology, 50(2), 260-268.	Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1-27.
별칭	Facial Electromyography, EMG Affect Measurement, Corrugator-Zygomaticus EMG	Mere Exposure Effect, Familiarity-Liking Paradigm, Exposure-Attitude Paradigm
관련	3	3
요약	Facial electromyography (EMG) measures affect by recording the tiny electrical signals produced by facial muscles, providing an objective, continuous index of emotional valence and intensity that can detect reactions too subtle or fleeting to produce a visible expression. Cacioppo, Petty, Losch, and Kim showed in 1986 that activity over two muscle regions differentiates affect: the corrugator supercilii (the brow muscle that furrows in frowning) increases with negative affect, while the zygomaticus major (the cheek muscle that pulls in smiling) increases with positive affect, and amplitudes scale with the intensity of the reaction. Because surface electrodes capture muscle activity even when no overt expression occurs, facial EMG offers a sensitive, hard-to-fake measure of evaluative responses widely used in research on attitudes, emotion, persuasion, and social perception, often paired with reaction-time and self-report measures.	The mere exposure paradigm, established by Robert Zajonc in 1968, shows that simply being repeatedly exposed to a stimulus, with no reinforcement or even conscious recognition, increases liking for it. In the canonical procedure, participants are exposed to novel stimuli -- unfamiliar ideographs, foreign words, faces, or melodies -- different numbers of times, and then rate how much they like each one; liking rises as exposure frequency rises, typically following a positive, decelerating curve. The effect occurs even when stimuli are presented subliminally and participants cannot recognize them, indicating that familiarity breeds liking through an affective rather than cognitive route. Zajonc's demonstration that 'mere' repeated exposure suffices to shape attitudes became foundational for theories of preference formation, the affect-cognition relationship, and applications from advertising to interpersonal attraction.