Which phenomenon describes repeated exposure to a stimulus increasing liking for it?

• A. Reciprocity Norm
• B. Mere Exposure Effect
• C. Altruism
• D. Self-Disclosure

Answer: (B)

Repeated exposure to a stimulus increases liking for it. This phenomenon, known as the mere exposure effect, shows that simply becoming familiar with something makes us feel more positively toward it, even if our first impression was neutral. The familiarity boosts comfort and ease of processing, which we interpret as liking. It can happen without us realizing it, and it applies to faces, sounds, brands, and objects we encounter repeatedly. The other options describe different social processes that don’t involve changing our attitude through familiarity: returning favors (reciprocity norm), helping others for their benefit (altruism), or sharing personal information to build closeness (self-disclosure).