The Power of Familiarity: How It Influences Our Choices and Emotions
Have you ever wondered why you keep choosing the same kind of food or why you always buy the same brand of products? Have you ever felt more comfortable around people you have known for a long time? The answer lies in the power of familiarity.
What is Familiarity?
Familiarity is the state of being familiar or well-known. It means that we have previous experience or knowledge of something or someone. Familiarity can be with places, people, things or even concepts. Familiarity is not just a cognitive phenomenon, it also has an emotional impact on us. We feel more comfortable and safe in familiar environments, and with familiar people.
The Relationship Between Familiarity and Choices
Our choices are influenced by familiarity. We are more likely to choose familiar things over unfamiliar ones. Familiar things make us feel comfortable, safe, and in control. We tend to choose things that we already know and that have worked for us in the past because they have a positive connotation in our minds, which motivates us to repeat those choices. For example, we tend to choose the same restaurants, clothing brands, and even vacation spots.
Additionally, the mere exposure effect is supported by research, which is the phenomenon where we tend to prefer things that are familiar to us. In a famous experiment by Robert Zajonc, participants were exposed to unfamiliar Chinese characters multiple times. The exposure led to an increase in positive evaluation of those characters by participants.
The Influence of Familiarity on Emotions
Familiarity not only influences our choices, but it also influences our emotions. People generally prefer the familiar over the unfamiliar. Familiarity reduces anxiety and the sense of unpredictability, leading to enhanced pleasure and satisfaction. Familiarity creates a sense of belonging and affiliation, which leads to positive emotions such as comfort, security, and happiness.
On the other hand, unfamiliarity creates feelings of discomfort, anxiety, and even fear. As a result, people tend to avoid unfamiliar situations or entities, leading to negative emotions. Fear of the unknown is a powerful emotion that can prevent individuals from taking risks or trying new things.
Conclusion
The power of familiarity is significant and influences our choices and emotions. Familiarity makes us feel safe, secure, and comfortable. Preferences for food, clothing, vacation spots, and friendships are just some examples of how familiarity influences our choices. Familiarity also creates positive emotions, affiliation, and a feeling of belonging, while unfamiliarity evokes negative emotions such as discomfort, anxiety, and fear. Therefore, understanding the role of familiarity can help us make better choices and create more meaningful relationships.
