Tactic 08 of 99
The Familiar Face
Show up often enough and you stop being a stranger.
What it is
We tend to like things more the more we’re exposed to them. Psychologist Robert Zajonc called it the mere exposure effect. Faces, songs, brands, people. Familiar feels safe. The effect works best when the early encounters are neutral or pleasant, not pushy.
Spot it
A brand, account or person that is everywhere you look. You start to trust them, but you can’t name a single thing they’ve actually done for you.
Counter it
Ask: “Do I trust this because of evidence, or because I’ve seen it a lot?” Familiar is not the same as good.