The Mere-Exposure Effect is where people tend to develop a preference for things merely because they are familiar with them. That’s why this is also known as the familiarity principle. The effect has been demonstrated with many kinds of things, including words, paintings, pictures of faces, geometric figures, and sounds.

A useful counter-measure is to ask “is my familiarity with this object/person/shape/etc impacting my thinking about it.” Followed by “If I were less familiar with this, how would my decisions be different?”

For a full list of the most common biases, click here.