It’s our intuitive, automatic, subconscious shortcuts we use to make quick decisions with minimum effort.Īnd guess what requires the least amount of effort? Not making any decision at all or sticking to what we know. That’s why, in most cases, we rely on the so-called System 1. Essentially, it has to do with the fact that if there’s something people hate to waste, it’s time and effort. In psychology, there’s a term known as “cognitive misers.” Don’t worry, it affects all of us, including the people who coined the term. There’s absolutely more to it than just that makes us want to buy, but mere exposure plays a huge role. Ads show us the same products over and over again to the point where after a while, we feel like we know them quite well. To complete the vicious cycle, as we like it more and more, the status quo bias just gets stronger.īasically, that’s why advertising works. That’s what the mere exposure effect is all about, which can be defined as our tendency to like things simply because we’re familiar with them. And what happens when we do that? We like our choice even more. So, what will we do? Stick to what we know! Mere exposure effectĪll of the previous biases mentioned cause us to stick with the status quo. And when the outcome is unclear, it’s perceived as a “Danger, Will Robinson!” from an evolutionary point of view. Unknown options translate to unknown outcomes. And when the outcome is unclear, it’s perceived as a danger from an evolutionary point of view. It’s uncertain and risky: how should you be expected to know whether you’ll like that pizza if you don’t know half the ingredients on it? There’s a pretty good chance you won’t like it at all. Trying something new means trying something we don’t know. But that’s not all that surprising, am I right? Loss aversion is tightly connected with both risk aversion and ambiguity aversion: we prefer certain situations with low risk over the uncertain and risky ones. After all, you use these features every day so losing them might not be so pleasant. Or worse: it might not have the features you’re so accustomed to having. With our iPhone example, you might simply worry you’ll be losing out on quality: a rival android phone might not be as snappy.
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