The Influence of Familiarity on Preference and Trait Judgments: Investigating the Mere Exposure and Halo Effects in Visual Judgments

Abstract

This study explores the Mere Exposure Effect and the Halo Effect by examining how repeated exposure to images influences preference ratings and unrelated trait judgments. Forty-one postgraduate students participated in a within-subjects experiment where high- and low-exposure images were rated based on preference and visual quality. High-exposure images received significantly higher ratings, supporting the hypothesis that familiarity enhances both liking and positive trait evaluation. Paired sample t-tests revealed significant differences between conditions, with medium to large effect sizes. These findings highlight the role of familiarity in shaping perceptual judgments and have implications in various areas like hiring, advertising, branding, and UI/UX design.