What is the psychological mechanism behind the mere exposure effect?
Posted: Mon Jan 27, 2025 3:55 am
Behind the mere exposure effect lies the characteristics of how the human brain processes information. Information and experiences that are repeatedly seen are recognized by the brain as "familiar," which creates a sense of "safety" and "security." This sense of security is what increases our appreciation for the object. In psychology, this is called the "cognitive familiarity effect ." We have a tendency to feel more trust in familiar things, so we tend to feel favorably toward familiar faces and familiar words.
This effect goes beyond sensory familiarity, but also leads the brain to perceive risk as low. While new and unknown objects are likely to trigger a defensive reaction, repeated canadian cfo email database contact with them leads to them being perceived as "harmless," naturally forming positive emotions. This phenomenon can also be explained from the perspective of evolutionary psychology, and is thought to be an adaptive behavior that allows humans to select safe environments.
Experimentally proven mere exposure effect
Many studies, including those by Robert Zajonc, have demonstrated the existence of the mere exposure effect. In one experiment, it was confirmed that showing subjects the same face photo multiple times increased their liking for that face. Similarly, it has been shown that repeatedly hearing certain words or phrases makes them more "pleasant." These results are used as a strategic basis not only in our daily lives, but also in advertising and marketing.
For example, repeated use of the same slogan or catchphrase in advertising can make consumers feel more familiar with the brand, and incorporating repetitive elements such as music or video can increase emotional affinity with the product or service.
Factors affected by the mere exposure effect
The strength of the mere exposure effect is greatly influenced not only by the frequency of exposure, but also by the method and context. Visual stimuli are considered to be particularly effective, and posters, advertising banners, and social media posts are good ways to create familiarity through the visual sense. On the other hand, similar effects can be achieved by repeated exposure to other senses such as sound, touch, and smell.
Furthermore, the results differ depending on whether this effect is conscious or unconscious. The magnitude and duration of the effect may differ depending on whether you consciously look at the ad or casually see it. The context of exposure is also important, and exposure under positive circumstances leads to a stronger increase in favorability. Conversely, in negative circumstances, the mere exposure effect may be suppressed or may even have the opposite effect, so strategic design is required.
This effect goes beyond sensory familiarity, but also leads the brain to perceive risk as low. While new and unknown objects are likely to trigger a defensive reaction, repeated canadian cfo email database contact with them leads to them being perceived as "harmless," naturally forming positive emotions. This phenomenon can also be explained from the perspective of evolutionary psychology, and is thought to be an adaptive behavior that allows humans to select safe environments.
Experimentally proven mere exposure effect
Many studies, including those by Robert Zajonc, have demonstrated the existence of the mere exposure effect. In one experiment, it was confirmed that showing subjects the same face photo multiple times increased their liking for that face. Similarly, it has been shown that repeatedly hearing certain words or phrases makes them more "pleasant." These results are used as a strategic basis not only in our daily lives, but also in advertising and marketing.
For example, repeated use of the same slogan or catchphrase in advertising can make consumers feel more familiar with the brand, and incorporating repetitive elements such as music or video can increase emotional affinity with the product or service.
Factors affected by the mere exposure effect
The strength of the mere exposure effect is greatly influenced not only by the frequency of exposure, but also by the method and context. Visual stimuli are considered to be particularly effective, and posters, advertising banners, and social media posts are good ways to create familiarity through the visual sense. On the other hand, similar effects can be achieved by repeated exposure to other senses such as sound, touch, and smell.
Furthermore, the results differ depending on whether this effect is conscious or unconscious. The magnitude and duration of the effect may differ depending on whether you consciously look at the ad or casually see it. The context of exposure is also important, and exposure under positive circumstances leads to a stronger increase in favorability. Conversely, in negative circumstances, the mere exposure effect may be suppressed or may even have the opposite effect, so strategic design is required.