1968年，社会心理学家罗伯特·扎琼（Robert Zajonc）发表了一篇有关单纯暴露效应的里程碑式论文。 Zajonc的假设是，仅仅反复暴露于某种事物就足以使人们喜欢这种事物。 Zajonc认为，人们在物体周围时不需要体验奖励或积极的结果-只需将物体暴露在物体上就足以使人们喜欢它。为了测试这一点，Zajonc让参与者大声朗读外语单词。 Zajonc会改变参与者阅读每个单词的频率（最多25次重复）。接下来，在阅读单词之后，要求参与者填写评分等级（表明他们认为单词的含义是正面还是负面）来猜测每个单词的含义。他发现，参与者喜欢他们说得更多的单词，而那些参与者根本没有读过的单词被评为负面，而被阅读25次的单词被评为最高。仅仅接触这个词就足以使参与者更喜欢它。
In 1968, social psychologist Robert Zajonc published a landmark paper on the effects of pure exposure. Zajonc’s hypothesis is that just being repeatedly exposed to something is enough to make people like it. According to Zajonc, people don’t need to experience rewards or positive results when they are around an object-just exposing the object to the object is enough to make people like it. To test this, Zajonc asked participants to read foreign words aloud. Zajonc changes how often participants read each word (up to 25 repetitions). Next, after reading the words, participants were asked to fill out a rating scale (indicating whether they thought the meaning of the word was positive or negative) to guess the meaning of each word. He found that participants liked words that they spoke more, those words that participants had not read at all were rated negative, and words that were read 25 times were rated highest. Just touching the word is enough to make participants like it more.