Mere Exposure Effect

What is the mere exposure effect?

The mere exposure effect is the tendency for repeated exposure to a stimulus to increase liking for it, under some conditions. Zajonc’s original research (1968) included unfamiliar words and symbols.

The effect does not mean that every additional encounter makes something more appealing, or that repetition will turn dislike into affection. A 2017 meta-analysis found an overall pattern in which liking initially rose and could later decline, with differences across stimuli and presentation conditions. Repeatedly seeing a design may therefore increase its appeal, but repetition alone does not guarantee that result.