Mere exposure affects perceived descriptive norms: Implications for personal preferences and trust

One type of perceived descriptive norm is representations of how widely known or familiar particular entities (including artifacts, people, groups, ideas and practices, etc.) are in one’s society. These perceptions are implicated in important interpersonal, organizational and cultural processes. The authors hypothesize that these familiarity perceptions are formed in part through mere exposure—things frequently seen are assumed to be widely known. Two experimental studies provided support for this hypothesis and showed that incidental exposure to stimulus objects alters their assumed familiarity to others, without conscious processing. Furthermore, this mere exposure effect affected personal preference only when there was a strong motivation for social connectedness. In contrast, when there was a strong motivation for personal distinctiveness, the mere exposure effect on assumed familiarity to others did not affect personal preference.