That was a strange finding, and it became known as the "exposure only" effect. This was the case even though they could not recognize the favored stimuli as having been shown to them earlier in the experiment. Given a choice later, subjects preferred stimuli exposed to them unconsciously, compared to others they had not seen. Zajonc published an article in 1980 titled "Feeling and thinking: Preferences need no inferences." He reported experiments showing that people were influenced by stimuli presented so briefly they could not consciously perceive them. His student, John Bargh, specialized in studying first impressions that could be formed in a split second. The first glimmerings of this ultra-fast processing of social information came from Robert Zajonc ("rhymes with science") a very creative social psychologist at the University of Michigan. Psychologists found evidence for a large amount of information processing in a small amount of time, when we first see a person. The next wave of social cognition research after attribution theory involved person perception.
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