consider the process by which leadership might affect organizational
actions by examining the ‘‘mere exposure effect,’’ the notion that repeated exposure to a stimulus is
sufficient to increase more positive attitudes toward the stimulus. Their findings raise concerns that
previous exposure to unethical situations might lead to less desirable behavior over time. The
authors’ finding has potentially powerful implications for corporate culture and fraud. Future
research could examine the extent to which exposure to a corporate culture with a weak (strong)
tone at the top affects attitudes toward corporate deviance and how those attitudes may change,
given change in the corporate culture.