Exposure theory

Exposure theory suggests that the more often people encounter a stimulus—such as a person, idea, or product—the more they tend to like or accept it. Repeated exposure can increase familiarity, reduce uncertainty, and foster positive feelings over time. This concept is commonly used in marketing and social psychology to explain how repeated advertising or repeated social interactions can influence preferences and attitudes. Essentially, familiarity gained through frequent contact often leads to greater comfort and approval, shaping opinions and behaviors gradually.