How the Mere Exposure Effect Shapes Your Favorite Brands and Buyer Behavior
July 15, 2025Categories: Psychology and Branding, Podcast Episode
The Biased Brain Podcast with Owen Hawthorne
Explore the intriguing world of cognitive biases and human cognition in this engaging podcast. Discover how bias in decision making shapes our perceptions and influences our choices. Join us as we delve into the science behind critical thinking and biases, providing practical insights to enhance your understanding and control over your thought processes. Whether you're a psychology student or curious observer, this podcast offers valuable tools to help you unveil the hidden biases in your mind.
The Mere Exposure Effect and Branding: Why Seeing It More Makes Us Like It More
Have you ever found yourself purchasing a certain brand not because it was radically different or outstanding, but simply because it felt familiar? Like maybe that catchy logo or that jingle you heard a dozen times on the radio just stuck with you? That’s the mere exposure effect at work, and it’s a fascinating little quirk in human cognition that brands have been quietly—and sometimes brilliantly—using for years.
So, what exactly is the mere exposure effect? In simple terms, it’s the psychological phenomenon where people tend to favor things they’re repeatedly exposed to. The more often you see or hear something, the more you tend to develop a preference for it—even if you didn’t initially think much of it.
It’s kind of crazy when you think about it, because this effect happens mostly under the radar. Often, you aren’t even aware it’s influencing you. This is a classic example of how our biased brain operates without us consciously realizing it. In fact, understanding cognitive biases like this is key to getting a better grasp on how bias in decision making actually happens. Your brain sort of uses familiarity as a shortcut, saying, “Hey, I’ve seen this before, so it must be safe or good.”
For brands, the mere exposure effect is pure gold. Think about all the ads you see on TV, billboards, social media, and even product placements in movies. You might not even notice you’re soaking them in, but your brain is making silent mental notes every time. Over time, this builds positive feelings—often subconsciously—toward the product or company.
Here’s a quick example: Have you ever noticed that when a new product hits the shelves, it often comes with a flood of advertising? At first, you might barely pay attention or feel indifferent. But then, after a few more exposures—maybe a catchy tune in a commercial or the logo hanging on a sign—you start to think, “Hey, I kinda like this place.” This is the mere exposure effect encouraging you to connect with that brand.
Interestingly, it’s not just visuals either. Sometimes, simple repeated exposure to sounds, words, or even phrases can create this effect. This is why jingles, slogans, and even certain voices get etched into our memory. It’s all strategically designed to tap into how human cognition works.
Now, why should you care about this from a critical thinking perspective? Because the mere exposure effect is one among many cognitive biases that subtly shape your preferences and decisions. If you’re unaware of these biases, you could end up favoring things not because they’re objectively better but because your brain has been nudged by familiarity. Whether it’s choosing what to buy, who to vote for, or even who to date, these biases sneak in and influence you.
That’s why “The Biased Brain” by Bo Bennett, PhD is such a fascinating read. It goes far beyond this one effect and explores a whole world of biases wired into our thinking processes. Being aware of these helps you sharpen your critical thinking and biases awareness—and that’s a powerful tool for making better decisions in a world stuffed with information and persuasion.
So next time you catch yourself starting to like a brand or product more just because you keep seeing it everywhere, remember, your brain’s doing exactly what it’s wired to do—using familiarity as fuel for preference. Being mindful of this effect can help you pause and ask: Is this really my choice or just a result of some cleverly repeated exposure?
For those curious to learn more about the inner workings of your mind and how to navigate the maze of cognitive biases, I highly recommend checking out The Biased Brain. Explore the book and unravel the secrets of your mind today! It’s packed with insights that will not only inform but entertain you as you discover just how wonderfully, and sometimes frustratingly, your brain works.
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