Definition: Familiarity leads us to view things more positively.
Reference: Robert Zajonc - study with students and Chinese characters - the more a character was shown, the more the students believed them to represent positive definitions, and discovered that there was an almost linear relationship between familiarity, how positive people thought something was and how much they liked it.
Insight: Familiarity may be able to reduce race-related biases.
Insight: It could also be said that familiarity makes us fear things less rather than simply liking things more.
Insight: There is a contradiction that was found in Zajonc's studies - we are motivated by novelty when it comes to art, music or new things, but fearful of the unfamiliar.
Insight: The creative curve - we enjoy things like music with more exposure, then reach a level of overexposure at which point each additional listen makes us like it less and less.
