The Mere-Exposure Effect: Familiarity Breeds Preference
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The mere-exposure effect is a fascinating psychological phenomenon where people tend to develop a preference for things simply because they are familiar with them. Also known as the familiarity principle, this effect has been demonstrated in various contexts, including words, Chinese characters, paintings, faces, geometric figures, and sounds. In the realm of interpersonal attraction, individuals tend to find someone more pleasing and likable the more they encounter them. Applications in Advertising One of the most evident applications of the mere-exposure effect is in advertising. Advertisers aim to leverage this phenomenon to enhance consumer attitudes toward specific companies and products. Research on its effectiveness has yielded mixed results. For instance, a study using banner ads on a computer screen showed that college students exposed to a specific banner rated it more favorably than other less frequently shown ads. This study supported the mere-exposure effect. However, highe…