Universal Principles of Design, Revised and Updated

Exposure Effect

Repeated exposure to stimuli for which people have neutral feelings will increase the likeability of the stimuli.1

The exposure effect occurs when stimuli are repeatedly presented and, as a result, are increasingly well liked and accepted. For example, the more a song or slogan is repeated, the more popular it is likely to become; a phenomenon exploited by both radio and television networks. The exposure effect applies only to stimuli that are perceived as neutral or positive. Repeated exposures to an offending stimulus may actually amplify the negative perception, rather than remedy it. The exposure effect is observed with music, paintings, drawings, images, people, and advertisements.2

The strongest exposure effects are seen ...