Derek Thompson writing for The Atlantic:
“In the 1960s, the psychologist Robert Zajonc [pictured] conducted a series of experiments where he showed subjects nonsense words, random shapes, and Chinese-like characters and asked them which they preferred. In study after study, people reliably gravitated toward the words and shapes they’d seen the most. Their preference was for familiarity.
This discovery was known as the “mere-exposure effect,” and it is one of the sturdiest findings in modern psychology. Across hundreds of studies and meta-studies, subjects around the world prefer familiar shapes, landscapes, consumer goods, songs, and human voices. People are even partial to the familiar version of the thing they should know best in the world: their own face. Because you and I are used to seeing our countenance in a mirror, studies show, we often prefer this reflection over the face we see in photographs. The preference for familiarity is so universal that some think it must be written into our genetic code. The evolutionary explanation for the mere-exposure effect would be simple: If you recognized an animal or plant, that meant it hadn’t killed you, at least not yet.”
We like what we know.