We discuss the Behavioural Science concept, Mere Exposure Effect, a phenomenon where repeated exposure to a stimulus, even without conscious awareness, increases our preference for that stimulus. We cover The Decision Lab article about the effect in a business context and explain how it can be applied to marketing and product design. The second source, a research paper by Andy Martinez, examines the effect in relation to emotional facial stimuli, challenging purely affective interpretations of the effect and highlighting the role of cognition. The final source by R.B. Zajonc, explores the effect as an unmediated process, proposing that repeated exposure to a stimulus, even without conscious recognition, can be viewed as a form of classical conditioning where the absence of aversive consequences acts as an unconditioned stimulus, leading to the development of positive affect. The author argues for the independence of affect and cognition and discusses supporting neuroanatomical evidence

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