We tend to stick with the first solution that comes to mind, even when better options exist just one more brainstorming session away.
We default to the familiar vendor, the usual approach, the tried-and-true method—not because we've carefully evaluated alternatives, but because we've seen these options before and they feel safe.
This is the mere exposure effect and it describes how we develop preferences for things simply because they're familiar, not because they're objectively better.
When we're weighing options or solving problems, the solutions we've encountered most often start to feel more appealing, more trustworthy, more "right", even when we haven't consciously evaluated them.
Summaries of psychological research suggest a positive relationship between exposure frequency and preference strength. The more we see something, the more we tend to like it.
And here's what makes this particularly tricky for decision-making: this effect may happen even when we're not consciously aware of the exposure.
We're not just talking about major life choices.
This shows up when you're comparing software tools and keep gravitating toward the one with the familiar interface.
When you're brainstorming solutions and the idea you've heard twice already suddenly sounds more viable than the novel approach.
When you're evaluating options and the vendor you've seen at three conferences feels more credible than the newcomer with better specs.
The familiarity feels like wisdom. But sometimes it's just repetition wearing the mask of insight.
Here's how to use this: When you're making a decision, pause and ask yourself which options you've simply encountered more often. Write down how many times you've been exposed to each alternative—through ads, conversations, previous consideration, or passive awareness.
You might discover your "favorite" option is just your most-seen option.
Then deliberately seek out the unfamiliar. Spend equal time researching the solution you haven't heard of.
Give the novel approach the same mental real estate you've already given the familiar one. You're not trying to force yourself toward the new—you're just leveling the playing field so exposure frequency doesn't masquerade as quality.
The goal isn't to always choose the unfamiliar but sometimes the familiar option really is the best one.
But when you make that choice, you'll know it's because of merit, not just because you've seen it before.
Did this resonate with you? Forward it on to someone who could use it too. These insights are better when shared.
Cheers,
Alex
Disclaimer: I'm a curious researcher, not a licensed psychologist. I study these concepts because I believe understanding how our minds work can help us navigate life more effectively. This content is for educational purposes only and should not replace professional advice. Please consult qualified professionals for personal guidance. Individual results may vary, and readers should use their own judgment when applying these concepts.