According to Zajonc's studies on the mere exposure effect,

Name: According to Zajonc's studies on the mere exposure effect,
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Zajonc's studies indicate that people tend to like stimuli that they have been exposed to repeatedly, even if they are not consciously aware of the previous exposures. This is known as the mere exposure effect. It suggests that familiarity can have a positive effect on people's attitudes towards a stimulus, potentially leading to increased preference or liking.

According to Zajonc's Studies on the Mere Exposure Effect