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“Want to try something new?””Nah, let’s just go to McDonald’s.” — How mere exposure affect decision making.

April 27th, 2018 3 comments

Imagine you start to feel hungry when you walk on the street while traveling in Florida. You see a McDonald’s and another local fast-food restaurant, “Hook” on the side of the street. Which one would you choose to go?

“Hook” (

McDonald’s(US Pirg)

Well, the choice of the majority would be McDonald’s. But why is this the case? They are all fast-food restaurants. Is it because McDonald’s is tastier? Or does McDonald’s often have a better price? Not necessarily. Hook, the restaurant that you’ve probably never heard of, could just as well be cheaper and tastier. Yet, your familiarity with McDonald’s prompts you to steer your vehicle into the drive-thru lane. Our tendency to prefer familiar things is referred to as the “mere exposure effect”.


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