| Recent research on the "mere exposure effect" has demonstrated that repeated exposure to a stimulus induces diffuse positive affect---the source or target of which individuals are unaware---capable of positively influencing individuals' preferences for that stimulus, similar stimuli, and quite novel stimuli. In this dissertation, four studies have tested the notion that repeated exposure to the source (communicator) of a persuasive communication similarly induces diffuse positive affect that, ultimately, favorably influences individuals' attitudes toward that communication.;In Study 1, participants were initially presented a female face. Later, half of the participants were shown the same face, and another half were shown a novel face, as being the author of an upcoming essay. All participants then read a persuasive essay and indicated their attitudes toward the essay, thoughts about the essay, and liking for the author. Results indicated that participants who had been repeatedly exposed to the essay author, relative to those who had not, formed more favorable attitudes and generated more favorable thoughts about the essay. Furthermore, this effect was partially mediated by message thoughts. In Study 2, these effects of repeated source exposure---using written names instead of faces---were replicated. However, the effect was eliminated under conditions in which, after the initial source exposure, participants encountered a negative experience description that likely preempted the inducement of diffuse positive affect. In Study 3, two faces were first subliminally or supraliminaly exposed to participants repeatedly. Again, results revealed the source exposure effect on attitudes, but this effect was not mediated.;A diffuse-positive-affect-channeling hypothesis is offered to explain the mediational differences observed between the first two studies and Study 3. This hypothesis predicts that diffuse positive affect may be "channeled" towards any category of preference evaluation made during or immediately after repeated stimulus exposure. Therefore, this affect may impact source liking, liking for irrelevant stimuli, essay attitudes directly, and thoughts depending on the category of preference evaluation made after the repeated exposure, a concept that Study 4 sought to investigate. Although the no theoretically important results were observed in Study 4, convergent evidence is consistent with the affect-channeling hypothesis. |
