An examination of how attention influences exposure effects: target selection, distractor devaluation and mere exposure

There is an old market saying, every exposure is good exposure. However, when consumers are involved in a search activity that requires selective attention, for stimuli that are not targets (distractors), the positive mere exposure effect may be eliminated. The study examined the relationship between attention and exposure effects under three situations, mere exposure, target selection and distractor devaluation. Attitude towards the brand was measured as the dependent variable