Memory and Information Processing Biases

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

Political Science & Public Policy

Economics & Finance

Psychology & Social Science

Advertising & Marketing

Also known as

familiarity principle

exposure effect

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

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