One of the Cognitive Approach studies that we cover in our fabulous book, ‘Psychology Sorted, Book 1’ is by Slovic et al. (2017) and which concerns the Affect Heuristic. The Affect Heuristic is a cognitive bias composed of several dimensions, one of which is:
- The ‘mere exposure effect’: this may be a factor in the affect heuristic. It involves a favourable (‘good’) judgement being made of stimuli by participants who had been presented with that stimuli several times over compared to less familiar material. In other words, the participants in the study preferred the stimuli they had simply seen/been exposed to more times than the other stimuli.
So, this finding shows we human beings to be fairly simple creatures: we like something on the grounds that it is more familiar than the alternative choice. This obviously saves us a lot of time and effort in trying to compare the relative merits and demerits of two possibly similar items or people. For example, I am interviewing two candidates for a job. One of the candidates already works at my company and I have known her for two years now. She’s a good enough worker, doesn’t cause any trouble and well, let’s face it, she’s a known quantity.
The other candidate is someone that I don’t know. On paper they seem far more interesting than the candidate I already know: they have some good ideas for the role and they may bring a breath of fresh air to the company. But…..what if they aren’t as good as they seem? What if they don’t get on with the team? What if their ideas never actually see the light of day? Can I be bothered training up someone new? Maybe the candidate I already know is actually the best person for the job. Hmm, yes, maybe the familiar person is best – I’m used to their face, they fit in etc, etc.
This choice may, in fact, turn out to be the best choice but it is still an example of the mere exposure effect guiding someone’s behaviour rather than a fair and unbiased assessment of the evidence. Could the mere exposure effect explain seemingly baffling phenomena such as particular politicians becoming less reviled and more accepted the longer they are in office? Could it explain you humming along to a song you detest simply because it is constantly being played on the radio? Be aware of this in your own life – we all do it and it’s not necessarily the best way to make decisions as to what is good and valuable in our lives.