One of the key scientific concepts I’d like to explore is the Mere Exposure Effect. Let’s delve into this fascinating process. One of my professors once told me, “Familiarity breeds preference.” Little did I know that this bias is deeply ingrained in human psychology.
But how does familiarity influence decision-making on a neurological level? The Mere Exposure Effect was first proposed by social psychologist Robert Zajonc. He suggested that repeated exposure to a stimulus, such as a doctor’s face, voice, and demeanor in videos, activates the brain’s reward system—particularly the dopaminergic pathways.
This effect is mediated by the brain’s amygdala and regions of the ventromedial prefrontal cortex, which associate familiarity with safety and positive emotions. As a result, familiarity enhances perceived likability and reduces cognitive effort in decision-making—for example, when deciding to book a medical appointment with a doctor.
Patients exposed to consistent video content are more likely to view the doctor as a trusted expert, even before their first consultation. This is the fascinating neuroscience behind familiarity, and it underscores the importance of maintaining a regular online presence through video platforms.
For health professionals, appearing regularly in videos can leverage this principle by fostering affinity with potential patients, ultimately building trust, credibility, and preference for your services.
– Written by your host Hala Ali
The Visionary with Hala Ali Podcast 