
Portrait of Daniel Kahneman, author of Thinking, Fast and Slow, and winner of the 2002 Nobel prize in economic science. New York, NY, April 17 2012.
Click the image above to go to the interview, in Der Spiegel, in which our intellectual superhero finally explains why familiarity feels so good:
Of course, there are other mechanisms of advertising that also act on the subconscious. But the main effect is simply that a name we see in a shop looks familiar — because, when it looks familiar, it looks good. There is a very good evolutionary explanation for that: If I encounter something many times, and it hasn’t eaten me yet, then I’m safe. Familiarity is a safety signal. That’s why we like what we know.













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