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Mere exposure effect

🧠 Psychology By CampusDown Wiki Editorial Team Last updated
The mere exposure effect is the tendency to like things more simply because we have been exposed to them repeatedly.
Contents
  1. 1. Mere exposure effect
  2. 2. Frequently asked questions
  3. 3. References

Mere exposure effect

Robert Zajonc (1968) showed that repeated exposure alone increases liking for words, symbols and faces. A common explanation is perceptual fluency: familiar stimuli are easier to process, and that ease is felt as liking. Examples include brand logos, jingles, neighbours and songs. Meta-analyses (Bornstein, 1989; Montoya et al., 2017) confirm the effect but show an inverted-U: too much exposure brings boredom, and initially disliked stimuli may become more disliked.

Frequently asked questions

Does more exposure always help?
No; liking can decline after many exposures.
Who discovered it?
Robert Zajonc.

References

  1. Zajonc, R. B. (1968). Attitudinal effects of mere exposure. Journal of Personality and Social Psychology, 9(2, Pt. 2), 1–27.
  2. Bornstein, R. F. (1989). Exposure and affect: Overview and meta-analysis of research, 1968–1987. Psychological Bulletin, 106(2), 265–289.
  3. Montoya, R. M., Horton, R. S., Vevea, J. L., Citkowicz, M., & Lauber, E. A. (2017). A re-examination of the mere exposure effect. Psychological Bulletin, 143(5), 459–498.

Reports and materials that use this theory (Korean)

There are no materials dedicated to this theory yet, but you can search related reports in the CampusDown library (Korean).

Find more reports · Search '단순노출효과' on CampusDown →
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This article was last updated on October 24, 2026. It is based on widely recognized original works and textbooks; when citing it in a paper, please check the original sources listed in the references.