Mere Exposure Effect(Mere Exposure Effect)

The tendency for repeated exposure to a stimulus to increase liking and familiarity toward it, even without conscious awareness or deliberate attention. Social psychologist Robert Zajonc named and empirically demonstrated the effect in 1968, showing that familiarity alone — independent of memory recall — drives positive affect.

For brand design, consistent use of the same sonic motif, visual mark, or color palette across touchpoints builds liking through accumulation. Over-exposure can produce satiation or irritation, so frequency planning remains important.