Mere exposure effect refers to the phenomenon that mere exposure to an image produces increased liking, even when one is not consciously aware of that exposure. In experiment, the testers would repeatedly expose people to a random word or image. But the exposure was entirely passive and was so brief (less than 25 milliseconds) that it never reached conscious awareness — in other words, it was subliminal. After such exposures, the testers would typically find an unexpected preference for the previously presented items.

If the task is such that the "merely exposed" item actually interferes with the performance of the task, then that term will subsequently become devalued (i.e., disliked). Hence the name — distracter devaluation effect.

An additional phenomenon worth mentioning is the peak-end effect. When one is experiencing an event, it turns out that your retrospective assessment of that event will be weighed particularly heavily by the peak emotion experienced and the end emotion experienced. Similar effects are likely true for other aspects of cognition as well — for example, such phenomena as memory for events, affiliations with objects and overall preferences will be heavily weighed by the peak and end effects.

Psychologists have found that information congruent with (related to or supportive of) a person's current emotional state is encoded and retrieved better than incongruent information. For example, when a person is in a negative mood, he is more likely to encode negative information and events. Similarly, current mood affects how we recall past events. Thus, people have a bias toward recollecting facts and events that are congruent with the way they feel at the time of recall. Such congruency effects are also found in other aspects of experience.

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