The Science of Familiarity: How the Mere Exposure Effect Shapes Your Preferences

The “Mere Exposure Effect” is a psychological phenomenon that explains how people may develop a liking for something after prolonged exposure. Put another way, when people are with you often, you get to like them. Repeated exposure, no matter how subtle or unconscious, nonetheless has this impact.

In the 1960s, psychologist Robert Zajonc was the first to study the idea. The results of his study show that individuals prefer items they’ve seen more often, regardless of whether they recall those experiences or not.

Important Elements of the Mere Exposure Effect

Increased familiarity:
The more you see or experience something, the more familiar it feels.

Positive association:
Repeated exposure often leads to positive feelings toward the object, person, or idea.

Subconscious Influence:
Things that people frequently see may influence their tastes without them even realising it.

Examples:

• Brand recognition in advertising

Consider how often you come across logos belonging to well-known companies such as Nike or Coca-Cola. Continuous exposure to these companies via billboards, TV advertisements, and social media increases the likelihood that you will recognise and have a positive impression of them, regardless of whether you have ever purchased their goods.

Impact: Trusting a brand makes you more likely to buy from them on occasion.

• Favourite Musical Styles

It’s possible to like a song after hearing it on the radio a lot.

Impact: People tend to grow fond of famous songs after hearing them repeatedly on radio and streaming services.

• Movies with Product Placement

Subtly placed brand advertisements, such as characters using a certain smartphone or sipping a certain soft drink, are common in cinema and television. Even without realising it, these placements shape your brand opinion.

Impact: If you’ve seen a brand in the media several times, you’re more inclined to buy that brand when the time comes.

• Social interactions

You may first feel neutral towards certain coworkers or students in a classroom or job. Still, the more you engage with them, the more likely it is that you’ll grow to like them, good interactions or not.

Impact: This effect strengthens team dynamics and social bonds simply through repeated contact.

• Political campaigns

Politicians often use posters, TV appearances, and social media advertising during election campaigns to ensure multiple exposures. Voters may feel more comfortable and trusting of a candidate with repeated exposure to their name and likeness, even if they are initially unsure.

Implications: Visible politicians have an advantage over less familiar ones because familiarity might persuade indecisive voters.

Why the Mere Exposure Effect Works

Because our brains link familiarity with trustworthiness and safety, the impact is effective. In the past, people were naturally cautious about strange objects since they may be dangerous. Repeated exposure fosters comfort and trust by reducing uncertainty.

Applications

There are many applications for the mere exposure effect:

• Advertising and branding:

Aim to enhance brand loyalty by regularly exposing consumers to various items.

• Relationships:

Having regular encounters facilitates the development of personal bonds.

• Media and entertainment:

Showing the same information or people over and over again helps create an emotional connection with the audience.

Companies and people may proactively cultivate preference and trust via regular, repeated exposure if they understand this impact.