방법 비교

	Mere Exposure Paradigm	Affect Misattribution Procedure
분야	사회심리학	사회심리학
계열	Process / pipeline	Process / pipeline
기원 연도	1968	2005
창시자	Robert Zajonc	B. Keith Payne and colleagues
유형	Experimental paradigm for attitude formation	Implicit attitude measurement procedure
원전	Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt.2), 1-27.	Payne, B. K., Cheng, C. M., Govorun, O., & Stewart, B. D. (2005). An inkblot for attitudes: Affect misattribution as implicit measurement. Journal of Personality and Social Psychology, 89(3), 277-293.
별칭	Mere Exposure Effect, Familiarity-Liking Paradigm, Exposure-Attitude Paradigm	AMP, Affect Misattribution Task, Inkblot for Attitudes
관련	3	3
요약	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.	The Affect Misattribution Procedure (AMP), introduced by Payne, Cheng, Govorun, and Stewart in 2005, is an implicit measure of attitudes built on a simple cognitive error: people misattribute the feeling evoked by one stimulus to another. On each trial a brief affective prime (such as a Black or White face, or a positive or negative word) is flashed, followed by a neutral target -- typically an unfamiliar Chinese pictograph -- which the participant rates as more or less pleasant than average while being explicitly told to ignore the prime. Because the prime's affect bleeds into the judgment of the ambiguous target, the proportion of pleasant ratings following positive versus negative primes yields an index of the attitude toward the primes. The AMP proved remarkably reliable and resistant to control, and it predicts self-reported attitudes, voting intentions, and intergroup bias, making it one of the most widely used implicit measures alongside the Implicit Association Test.