The Mere Exposure Effect
Why we like things just because we see them often. Familiarity breeds content, not contempt.
"Familiarity breeds content."
The Mere Exposure Effect (or Familiarity Principle) is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. Experimentally proved by Robert Zajonc in the 1960s, it works on everything: shapes, sounds, faces, and even nonsense words.
The Eiffel Tower
When the Eiffel Tower was built in 1889, Parisians hated it. They called it a "useless monstrosity." Writers signed petitions to demolish it. Today, it is the beloved symbol of Paris. The structure didn't change; the Parisians just got used to it. Mere exposure turned hate into love.
Why It Works
- Cognitive Ease: Processing familiar stimuli is easier for the brain (lower cognitive load). The brain interprets this "ease" as "goodness" or "truth."
- Evolutionary Safety: In the ancestral environment, if you've seen something many times and it hasn't eaten you yet, it's probably safe. New things are potentially dangerous.
Applications
1. Marketing
Why do brands bombard you with the same ad? They aren't trying to convince you with logic; they are trying to become familiar. When you walk down the aisle, you grab the brand you "know," feeling it's a safer choice.
2. Relationships (Propinquity Effect)
The single biggest predictor of friendship is physical proximity. You are friends with the people you sit next to in class or work. You like them because you see them often.
3. Mirror Image
You prefer the way you look in a mirror (reversed image) because that's what you see most often. Your friends prefer the way you look in photographs (true image). This is why you often hate photos of yourself that others think look fine.
Conclusion
If you want people to like your idea, product, or even you—just show up. Be visible. Persistence creates familiarity, and familiarity creates preference.