We all know that first impression: the feeling of unease or hesitation when faced with something new or unfamiliar. But have you ever wondered why we tend to lean toward things we’ve encountered before, even if they aren’t objectively the best choice? This tendency is called the familiarity effect, and it's one of those quirky cognitive biases that shape our daily decisions. From picking the same brand at the store to forming preferences in relationships, the more familiar something is, the more we like it. Let's break down how this works and why it happens.

Understanding the Familiarity Effect

The familiarity effect is a psychological principle that explains how repeated exposure to something — whether it’s a person, product, or brand — makes us more likely to develop a positive attitude toward it. Essentially, the more we see or experience something, the more comfortable we feel with it, and that comfort breeds preference. You might have noticed this when you pick a familiar brand over a new one at the store, even though the new product could be better or cheaper. The familiarity effect is at play here, influencing our choices, often without us even realizing it.

How the Familiarity Effect Came to Be

While the influence of repetition on judgments of pleasantness was explored earlier, the modern understanding of the familiarity effect (often called the mere-exposure effect) is largely attributed to the work of Robert Zajonc. Zajonc demonstrated that repeated exposure to a stimulus—whether a person, object, or image—leads to increased liking, even without any conscious recognition of prior exposure. He conducted various studies, including those using Chinese characters and abstract shapes, to demonstrate this phenomenon.

Familiarity and Consumer Behavior

You might have seen this effect firsthand in consumer behavior. When people are given a choice between two products of similar quality, they tend to prefer the one they’re familiar with. This was demonstrated in studies where consumers were asked to choose between two types of yogurt or cars, and they often favored the brand they recognized. It doesn’t matter if the lesser-known product was objectively better — familiarity trumps quality in many cases. This is one reason why brands spend millions on advertising to create that feeling of familiarity in our minds. Take the example of Nestlé’s marketing strategy in Japan. Initially, Japanese consumers rejected coffee because they had no cultural connection to it. Coffee was a strange, unappealing drink, and despite advertising, the product didn’t sell. But Nestlé, with the help of psychologist Kloter Rapaille, introduced coffee-flavored desserts and later Kit Kat bars, slowly building familiarity. By the time the Japanese market was ready for coffee, Nestlé had already ingrained the flavor in consumers' minds. This clever use of the familiarity effect helped them win over a skeptical audience.

Everyday Life and the Familiarity Effect

So, how does this all show up in our daily lives? The familiarity effect is everywhere, from the relationships we form to the products we choose. For example, think about dating: we’re often drawn to people we’ve seen before — perhaps on social media or in our neighborhood. Familiarity breeds trust. If a person frequently interacts with us, whether online or in real life, we feel safer and more comfortable with them. This doesn’t necessarily mean they’re a better match, but it’s the comfort of familiarity that makes us feel connected. In another scenario, stock market investors often prefer to buy shares from well-known companies like Sber or Gazprom, even if other stocks might offer better returns. Why? Because they’re familiar with these brands and trust them more. The same principle applies to shopping, where people gravitate toward brands they recognize, even when lesser-known options might be cheaper or offer better quality. In friendships and relationships, too, familiarity plays a significant role. We often choose the familiar, even if it’s not ideal, because the unknown feels risky. This explains why someone might stay in a relationship with a toxic partner — at least they know what to expect. It's easier for the mind to deal with the familiar, even if it’s not the best choice.

The Psychological Mechanisms Behind the Familiarity Effect

Why do we prefer the familiar? Several psychological mechanisms contribute to this preference. The status quo bias suggests that people tend to stick with what they know, avoiding the perceived risks associated with change. Familiarity reduces uncertainty and creates a sense of comfort and predictability. When we encounter something repeatedly, our brains process it more fluently, leading to a more positive feeling. This ease of processing contributes to the feeling of liking.

Is the Familiarity Effect Good or Bad?

The familiarity effect isn’t inherently good or bad. It depends on the situation. On one hand, it can help us feel secure and make decisions more easily, especially when faced with uncertainty. On the other hand, it can limit our opportunities, leading us to make choices that aren’t the best for us. It can hold us back from trying new things or pursuing potentially better options.

Conclusion

The familiarity effect is a powerful force in our lives, shaping everything from our purchasing decisions to our relationships. By understanding this psychological bias, we can become more aware of how it influences our choices and whether those choices are based on familiarity or genuine quality. The next time you find yourself choosing the familiar, ask yourself: Is this the best choice, or just the most comfortable one?