mereexposure

The mere-exposure effect is a psychological phenomenon where people tend to develop a preference for things merely because they are familiar with them. This effect suggests that repeated exposure to a stimulus increases the liking of that stimulus. It is a key concept in social psychology and is often cited in studies of advertising, marketing, and interpersonal attraction.

The effect was first systematically studied by psychologist Robert Zajonc in the 1960s. His research demonstrated that individuals reported a greater liking for Chinese characters, nonsense syllables, and photographs of faces after being repeatedly exposed to them. The exposure did not require conscious recognition or even awareness for the effect to occur, though conscious familiarity generally enhances it.

Several theories attempt to explain the mere-exposure effect. One explanation is that repeated exposure leads to increased perceptual fluency, meaning the stimulus becomes easier to process. This ease of processing is then misattributed as liking. Another theory suggests that familiarity reduces feelings of uncertainty and potential threat associated with the unknown, leading to a more positive emotional response.

The mere-exposure effect has practical implications. In marketing, repeated exposure to a brand or product through advertising can increase consumer preference. In social contexts, simply being around someone more often can lead to increased liking, provided there are no negative initial interactions. However, the effect is not limitless; if initial exposure is negative, further exposure may not improve liking and could even worsen it.