Mere exposure effect
The mere exposure effect is a psychological phenomenon where people tend to develop a preference for things they are repeatedly exposed to. This cognitive bias suggests that familiarity with something can lead to affection, even if it was initially neutral or disinterested.
How it works
The mere exposure effect operates on the principle that familiarity breeds liking. Repeated exposure to a stimulus, whether it's a word, image, or sound, can enhance one's preference for it. This happens because the brain finds familiarity comforting and safe, reinforcing positive feelings towards the stimulus over time.
Examples
- Advertising uses the mere exposure effect by repeatedly showing consumers the same ads to create a sense of familiarity with the brand.
- A song that one did not initially like may become more enjoyable after hearing it multiple times on the radio.
- In terms of social relationships, people tend to like others they see regularly, such as classmates or coworkers.
Consequences
The mere exposure effect can lead to unintended biases, such as favoring familiar ideas or people over potentially better unfamiliar ones. This can lead to resistance to change or innovation, perpetuation of stereotypes, and an inclination towards the status quo in decision-making processes.
Counteracting
To counteract the mere exposure effect, individuals can actively seek out diverse perspectives and novel experiences. Critical thinking and questioning the emotional responses triggered by familiarity can help mitigate the bias's impact, ensuring more balanced and objective decisions.
Critiques
Some critiques of the mere exposure effect point to its varying degrees of impact depending on personal preferences and existing negative associations. For example, repeated exposure to an unpleasant stimulus might not lead to increased liking but rather heightened aversion.
Fields of Impact
Also known as
Relevant Research
Attitudinal effects of mere exposure
Zajonc, R. B. (1968)
Journal of Personality and Social Psychology
Exposure and affect: Overview and meta-analysis of research, 1968–1987
Bornstein, R. F. (1989)
Psychological Bulletin
Case Studies
Real-world examples showing how Mere exposure effect manifests in practice
Context
A mid-size e-commerce retailer was experimenting with homepage merchandising to increase overall sales during a seasonal push. The merchandising team had freedom to choose weekly featured products and leaned toward items that had been in the homepage rotation frequently over the prior quarter.
Situation
To drive conversions during a 12-week campaign, the team placed a single mid-priced kitchen gadget in 6 of the top 8 homepage slots and included the same product in weekly marketing emails. The product had average review scores and margins; competing products scored higher on key features but had less prior homepage exposure.
The Bias in Action
Customers repeatedly exposed to the gadget on the homepage and in emails began to prefer it simply because it felt familiar. Site analytics showed a click-through rate to that product that was 2.3x higher than similarly priced competitors despite similar or inferior feature sets. Internal discussions attributed the uplift to product merit, while procurement and supply teams discounted the role of repeated exposure in shaping customer choice. Merchandisers continued prioritizing the gadget because of its visible short-term success.
Outcome
Over the 12-week campaign the featured gadget became the retailer's top-selling item in its category, generating a notable short-term revenue boost. However, after the campaign ended and rotation resumed, sales for the gadget dropped by 40%, and average customer return rates for the item were 1.8x higher than category average. Competing higher-quality items saw a lasting sales decline — suggesting cannibalization driven by familiarity rather than superior value.