mere exposure effect

Meaning: The mere exposure effect, linked to Zajonc, is the finding that repeated exposure to a neutral or mildly positive stimulus (a face, word, sound, or shape) tends to increase liking for it. The exposure does not need to be rewarded, and the effect can appear even when the person does not consciously recognize the stimulus. A common explanation is that familiar stimuli are processed more easily, and that ease feels pleasant.

On the MCAT: A passage shows participants unfamiliar symbols or faces different numbers of times, then asks them to rate liking. The prediction is that ratings rise with the number of exposures, even for stimuli they cannot recall seeing. The idea also explains why physical proximity promotes interpersonal attraction, alongside similarity, physical attractiveness, and reciprocity. It also appears in questions about advertising and attitude formation.

Common confusion: Students assume more exposure always means more liking. The effect weakens or reverses with excessive repetition, and it can strengthen dislike when the first reaction to the stimulus is negative. It is also not classical conditioning, because no unconditioned stimulus is paired with the stimulus. It is not priming either: mere exposure changes how much a stimulus is liked, while priming changes how readily related concepts are activated.