Mere Exposure Effect
The Mere Exposure Effect is a psychological phenomenon where people develop a preference for things or people simply because they are familiar with them. Identified by Robert Zajonc in 1968, this mental model explains the foundational power of brand advertising, the growth of interpersonal attraction, and the evolutionary survival instinct that equates "familiar" with "safe." Understanding the Mere Exposure Effect allows marketers and leaders to build trust through consistency and frequency, while helping individuals recognize when their preferences are driven by habit rather than objective value.