The more people are exposed to a stimulus, the stronger their feeling associated with it. If the stimulus is neutral or a positive one, people tend to like it more and more. But, if it's jarring and negative, people start to dislike it exponentially over time. Advertising and marketing campaigns use the classical conditioning principle and the mere-exposure effect over and over to enhance their credibility, and improve people's perceptions about them - all this and more in this episode, based on an excerpt, from the Universal Principles of Design.

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