The Mere Exposure Effect Is Sensitive to Color Information

Abstract

Priming effects in perceptual tests of implicit memory are assumed to be perceptually specific. Surprisingly, changing object colors from study to test did not diminish priming in most previous studies. However, these studies used implicit tests that are based on object identification, which mainly depends on the analysis of the object shape and therefore operates color-independently. The present study shows that color effects can be found in perceptual implicit tests when the test task requires the processing of color information. In Experiment 1, reliable color priming was found in a mere exposure design (preference test). In Experiment 2, the preference test was contrasted with a conceptually driven color-choice test. Altering the shape of object from study to test resulted in significant priming in the color-choice test but eliminated priming in the preference test. Preference judgments thus largely depend on perceptual processes. In Experiment 3, the preference and the color-choice test were studied under explicit test instructions. Differences in reaction times between the implicit and the explicit test suggest that the implicit test results were not an artifact of explicit retrieval attempts. In contrast with previous assumptions, it is therefore concluded that color is part of the representation that mediates perceptual priming.