For decades, psychologists have been studying this phenomenon, called the “mere exposure” principle, which says that people develop a preference for things that are more familiar (i.e., merely being exposed to something makes us view it more positively). One of the pioneers in the field was Robert Zajonc (whose name now feels strangely likable …). When Zajonc exposed people to various stimuli—nonsense words, Chinese-type characters, photographs of faces—he found that the more they saw the stimuli, the more positive they felt about them.
