Approaching the familiar: On the ability of mere exposure to direct approach and avoidance behavior

Abstract

The mere-exposure literature has shown that familiar objects are preferred to novel objects. However, no work has definitively shown that mere exposure can direct and facilitate approach movements. In Experiment 1, participants were shown stimuli and were later re-exposed to them along with novel stimuli. Participants were directed to make an approach or avoidant motion to each and response times were recorded. As predicted, participants were quicker to approach and slower to avoid familiar relative to novel stimuli. In Experiment 2, participants were shown mere-exposed and novel symbols and were asked to “push” or “pull” a joystick in response to each, based on their intuition. Extending Experiment 1’s findings, participants freely selected an approach response more frequently for familiar compared to novel stimuli. Moreover, in this same experiment, familiar stimuli were judged as more likeable than were novel stimuli, and participants’ liking for familiar stimuli correlated with the frequency with which they were approached. Implications of these findings are discussed.