Effect 'Déja Vu' is often explained in terms of an unconscious transfer of feeling of familiarity from a familiar object to accompanying new objects.(comp. Brown, 2003; Jacoby & Dallas, 1981; Jacoby & Whitehouse 1989; Sno & Linszen, 1990). However, empirical evidence is scarce. The present studies demonstrate such transfer using subliminal priming. In addition, results show that feeling of familiarity can be transferred to a new object with no accompanying increase of positive feelings toward that object.