The Mere Exposure Effect in Architecture

Per Schelling’s model of Segregation, the population will innately segregate itself based on preferences, often leading to organization by race and class. This subdividing of communities through segregation increases social tension, discourages communication, and isolates those who are different. In 1968, Robert Zajonc proved that subjects rated a familiar stimulus more positively than similar yet unfamiliar stimuli. The mere exposure effect is a phenomenon by which people develop a preference for things solely because they are familiar with them. Architecture can diminish the impact of social segregation through mere exposure by examining the effects of architectural interventions and programs. Through mere exposure designers can create new connections between members of society by rethinking circulation paths, carefully considering the geolocation of program, and creating more effective public space. By incorporating modern social behavioral analytics into design logics, social spaces can facilitate more productive engagements between occupants. Examining the effect of unit location on circulation and noting the most effective locations for public goods, developers and city planners will increase communication between community members. Increasing communication as a primary goal of design will facilitate the development of stronger communities. Although the tool specifically targets residential complexes, the concept is scalable. Providing a designer an automated method for evaluation and data collection based on the mere exposure effect in urban design and architecture can create more informed design of public space. The goal is to create a more diverse and sustainable community through an informed understanding of how space and program influence behavior.