Summary: The exposure effect (also known as the mere exposure effect) is a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them. In social psychology, this effect is sometimes called the familiarity principle. In studies of interpersonal attraction, the more often a person is seen by someone, the more pleasing and likeable that person appears to be.

The earliest known research on the exposure effect was conducted by Gustav Fechner in 1876. Edward B. Titchener also documented the effect and described the “glow of warmth” one feels when in the presence of something that is familiar.

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Mere Exposure Theory

The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure.

This stimulus can be people, commercial products, places, etc. We can get to like most things, given time. We can even get to like unpleasant things, such as when prisoners miss prison.

When we make choices, the familiar is often chosen over the unfamiliar. ‘Better the devil you know’ as they say.

Exposure can be overdone. After a certain number of exposures we will ignore the message. If the exposures continue, we will get irritated and ‘take revenge’ by assuming negative responses to the message.

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