Cognitive Bias: Mere Exposure Effect Bias

Principal Category: Cognitive Biases

Author:
•  Tim McGuinness, Ph.D. – Anthropologist, Scientist, Director of the Society of Citizens Against Relationship Scams Inc.

The Mere Exposure Effect is a psychological bias where repeated exposure to a stimulus increases an individual’s preference for it. Scammers exploit this effect to build trust with victims by establishing frequent, low-stakes interactions that foster familiarity and likability. This repeated exposure reduces cognitive load, making the scammer appear more trustworthy and less suspicious. During the scam, continuous interactions further lower the victim’s defenses, increasing compliance with the scammer’s requests. Even after the scam is revealed, victims may struggle with emotional conflict due to the established familiarity, complicating their ability to accept the deception and report the crime. Understanding the Mere Exposure Effect is crucial for preventing scams and aiding victims, emphasizing the importance of awareness, critical thinking, and strong support systems to mitigate the impact of this cognitive bias. This understanding can help individuals recognize manipulative patterns and maintain a healthy level of skepticism, even towards familiar individuals.

The Mere Exposure Effect: Understanding the Cognitive Bias that Lowers Our Guard and Makes Things and People Preferred Just Because We See Them Often

What is the Mere Exposure Effect?

The Mere Exposure Effect is a psychological phenomenon or cognitive bias where people tend to develop a preference for things simply because they are familiar with them. This bias was first identified by psychologist Robert Zajonc in the 1960s.

The Mere Exposure Effect suggests that repeated exposure to a stimulus, whether it’s a person, product, or concept, increases an individual’s likelihood of developing a favorable attitude toward it. The effect is grounded in the idea that familiarity breeds comfort and likability, making unfamiliar stimuli less appealing and potentially threatening.

How the Mere Exposure Effect Works

The Mere Exposure Effect operates through several cognitive processes:

Familiarity and Comfort: Repeated exposure to a stimulus reduces uncertainty and increases predictability, which the brain finds comforting. This comfort can lead to positive feelings towards the stimulus.

Reduced Cognitive Load: Familiar stimuli require less cognitive effort to process. Since the brain prefers to conserve energy, familiar things are perceived more positively because they are easier to remember, understand, and categorize.

Positive Reinforcement: Each positive or neutral encounter with a stimulus reinforces a favorable response, gradually building a stronger preference over time.

Habituation: As exposure increases, the stimulus becomes a regular part of the individual’s environment. This regularity further cements the positive feelings associated with it.

The Mere Exposure Effect and Scam Victims

Before the Scam – Luring

Before the scam begins, scammers use the Mere Exposure Effect to their advantage by establishing frequent, low-stakes interactions with the potential victim. This can include sending friendly messages, engaging in casual conversations, or regularly appearing in the victim’s social media feeds. These interactions serve to make the scammer appear familiar and trustworthy.

Building Trust: Initial interactions are often benign and pleasant, designed to create a sense of familiarity. Over time, this repeated exposure builds trust and reduces the victim’s suspicion.

Creating a Positive Image: Scammers try to share relatable or appealing content to create a positive image, making the victim more likely to view them favorably.

During the Scam – Grooming & Manipulation

Once the scam is underway, the Mere Exposure Effect continues to play a crucial role. The scammer’s ongoing interactions help maintain and strengthen the established trust and familiarity.

Increased Compliance: As the victim becomes more familiar with the scammer, they are more likely to comply with requests or demands, believing they are helping a friend or trusted individual.

Lowered Defenses: Continuous exposure to the scammer can lower the victim’s defenses, making them less likely to critically evaluate the scammer’s requests or notice red flags.

After the Scam

Even after the scam is revealed, the Mere Exposure Effect can still influence the victim’s emotions and responses.

Emotional Conflict: Victims might experience conflicting emotions due to the established familiarity and trust – this can result in cognitive dissonance. This can complicate their ability to accept that they were deceived.

Reluctance to Report: The positive feelings built up over time might make victims reluctant to report the scammer, as they might still feel some residual trust or sympathy.

Implications for Scam Prevention and Recovery

Understanding the Mere Exposure Effect is crucial for both preventing scams and aiding victims in recovery. Here are some strategies:

Awareness and Education: Teaching individuals about this cognitive bias can help them recognize when they might be overly trusting someone simply due to familiarity.

Critical Thinking: Encouraging a mindset of critical evaluation, even with familiar individuals, can help people maintain a healthy level of skepticism.

Support Systems: Providing victims with strong support systems can help them process their emotions and recognize that their positive feelings were a result of manipulation, not genuine trustworthiness.

Summary

In summary, the Mere Exposure Effect can significantly impact scam victims by creating a sense of trust and comfort through repeated interactions. Recognizing this cognitive bias is essential in both preventing scams and supporting victims in their recovery.

Important Information for New Scam Victims

• See more at www.ScamVictimsSupport.org – a SCARS Website for New Scam Victims

Statement About Victim Blaming

Some of our articles discuss various aspects of victims. This is both about better understanding victims (the science of victimology) and their behaviors and psychology. This helps us to educate victims/survivors about why these crimes happened and to not blame themselves, better develop recovery programs, and to help victims avoid scams in the future. At times this may sound like blaming the victim, but it does not blame scam victims, we are simply explaining the hows and whys of the experience victims have.

These articles, about the Psychology of Scams or Victim Psychology – meaning that all humans have psychological or cognitive characteristics in common that can either be exploited or work against us – help us all to understand the unique challenges victims face before, during, and after scams, fraud, or cybercrimes. These sometimes talk about some of the vulnerabilities the scammers exploit. Victims rarely have control of them or are even aware of them, until something like a scam happens and then they can learn how their mind works and how to overcome these mechanisms.

Articles like these help victims and others understand these processes and how to help prevent them from being exploited again or to help them recover more easily by understanding their post-scam behaviors. Learn more about the Psychology of Scams at www.ScamPsychology.org

SCARS Resources:

• For New Victims of Relationship Scams www.ScamVictimsSupport.org
• Enroll in SCARS Scam Survivor’s School for FREE – visit www.SCARSeducation.org to register – FREE for scam victims/survivors
• Sign up for SCARS professional Support & Recovery Groups, visit support.AgainstScams.org
• Find competent Trauma Counselors or Therapists, visit counseling.AgainstScams.org
• Become a SCARS Member and get free counseling benefits, visit membership.AgainstScams.org
• Report each and every crime, learn how to at reporting.AgainstScams.org
• Learn More about Scams & Scammers at RomanceScamsNOW.com and ScamsNOW.com
• Scammer Photos on ScammerPhotos.com [Not Recommended for Recent Scam Victims]
• SCARS Videos youtube.AgainstScams.org
• Self-Help Books for Scam Victims are at shop.AgainstScams.org
• Donate/Give to SCARS and help us help others at donate.AgainstScams.org

Psychology Disclaimer:

All articles about psychology, neurology, and the human brain on this website are for information & education only

The information provided in these articles is intended for educational and self-help purposes only and should not be construed as a substitute for professional therapy or counseling.

While any self-help techniques outlined herein may be beneficial for scam victims seeking to recover from their experience and move towards recovery, it is important to consult with a qualified mental health professional before initiating any course of action. Each individual’s experience and needs are unique, and what works for one person may not be suitable for another.

Additionally, any approach may not be appropriate for individuals with certain pre-existing mental health conditions or trauma histories. It is advisable to seek guidance from a licensed therapist or counselor who can provide personalized support, guidance, and treatment tailored to your specific needs.

If you are experiencing significant distress or emotional difficulties related to a scam or other traumatic event, please consult your doctor or mental health provider for appropriate care and support.

Also, please read our SCARS Institute Statement About Professional Care for Scam Victims – here

If you are in crisis, feeling desperate, or in despair please call 988 or your local crisis hotline.

-/ 30 /-

What do you think about this?

Please share your thoughts in a comment below!