Two-factor Theory
The mere-exposure effect has been explained by a two-factor theory that posits that repeated exposure of a stimulus increases perceptual fluency which is the ease with which a stimulus can be processed. Perceptual fluency, in turn, increases positive affect Studies showed that repeated exposure increases perceptual fluency, confirming the first part of the two-factor theory. Later studies observed that perceptual fluency is affectively positive, confirming the second part of the fluency account of the mere-exposure effect.
Read more about this topic: Mere-exposure Effect
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“There could be no fairer destiny for any physical theory than that it should point the way to a more comprehensive theory in which it lives on as a limiting case.”
—Albert Einstein (1879–1955)