Definition
What is the mere exposure theory?
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The mere exposure theory says that attitudes, or preferences, can be formed based upon the frequency with which one is exposed to the object, or stimulus, of the attitude. The theory goes on to say that an increase in frequency with which one is exposed to an object increases one's liking for the object, as long as one has at least a neutral feeling toward the object (Bargh, Apsley, 2001). For example, if a person living near a running brook is repeatedly exposed to the gentle sounds of running water, he or she may develop a fondness for the sound of water, feeling peaceful while hearing the sound.
This theory was considered extraordinary at its time because it said that something needed only, or merely, to happen in one's environment for it to happen inside a person's head (Bargh, Apsley, 2001). Thus, a person only has to somehow see or hear an object for the object to be embedded inside the person's head. As a result, since the object is implanted inside the person's head, the person feels as if the object is familiar to him or her. A feeling of familiarity is very comforting to people because it reduces the feelings of danger or of making wrong choices.
So, who invented this theory?
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