Studies have shown the mere exposure effect, also referred to as the familiarity principle, inspires our decisions. It is a helpful psychological mechanism that helps us sustain our energy and focus our attention on other things. Getting used to new things takes effort and it can be exhausting. So unless we have a terrible experience, we are likely to buy from companies we' ve got used to. That is why companies spend so much money on advertising and marketing and why insurance companies openly charge existing customers more than new ones.
It' s not the case that we only desire things we already know. Some studies suggest when invited to share our preferences, we sometimes see less familiar options as more desirable. But when acting on that preference, we fall back to what we know. This might explain why sometimes the things we want and the things we do don' t quite match up. We might even return to companies that treated us poorly in the past or stay in bad relationships.
It' s easy to paint the familiarity principle as an enemy or something to battle as if it is something that holds us back from living our dreams. But this attitude might be overwhelming because it tends to encourage us toward big-picture thinking. Where we imagine that change requires a substantial dramatic swing that we don' t feel ready for. Some articles suggest the solution to familiarity frustration is complete exposure to novelty. While this can appear effective in the short run, we may only end up replacing one problem with another. It also risks overwhelm and burnout.
So what if we can work with the familiarity principle instead? Familiarity is something we can learn to play with and enjoy. It is a setting for creativity and a pathway to expansion. We can broaden the zone of familiarity bit by bit. If we think of familiarity as something that can expand, we can consider changing the conditions in and around our lives to make more space for our preferences to take root and grow gently. From here, we will start to make decisions, drawing from an ever-deepening pool of valuable options.
