Another possibility is that increased preference for go stimuli could be attributed to the attentional modulation of the mere exposure effect. Previous studies have shown that attention to stimuli facilitate the mere exposure effect to those stimuli (Yagi et al., 2009; Huang and Hsieh, 2013). Given this finding and the increased preference for go stimuli, it could be inferred that participant’s attention was directed toward the go stimuli for a longer duration than to the no-go stimuli because of the additional time required to respond to the go stimuli, which might have resulted in the increased preference for the go stimuli. Consistent with this possibility, the increased preference from the first to second ratings was comparable between the go and no-go stimuli when participant’s attention was distracted from the pictures themselves (Experiment 3). The present study was not designed to determine if attention, or response execution played a critical role in the increased preference for the go stimuli. Nevertheless, an important implication of the present study is that devaluation through response inhibition does not occur under certain situations.