Pictures of black and white stimulus persons were shown to 96 white college students with different exposure frequencies (0,1,5, or 10) for different pictures. Subjects saw the stimulus persons either in positive settings, neutral settings, or negative settings. Analysis of variance of changes in trait ratings of the stimulus persons revealed significant effects due to content of the photographs, their frequency of exposure, and the content by exposure interaction. Contrary to Blume's (1966a, b) results for black models, positive exposure significantly enhances evaluations, and negative exposure decreased evaluations. White models showed primarily the positive effect. Overall, increasing exposure enhanced attitudes. This effect was very strong for positive stimuli, weak for neutral stimuli and slightly reversed for negative stimuli. Exposure effects (Zajonc, 1968) and associative learning processes appear to operate in opposing directions for negative stimuli. (Author)