Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect Estimated Read Time :- 7 minutes Word Count :- 1, 520 words Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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TOP 5 RICHEST PERSONS IN RUSSIA 2024
1.VAGIT ALEKPEROV
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He established Lukoil, the biggest independent oil business in Russia today, in 1991 by seizing three significant oil reserves under ministry control.
He owns roughly 30% of Lukoil, which was the target of US sanctions in September 2014.
Shortly after receiving U.K. censure, in April 2022, Alekperov resigned as president of Lukoil.
In 2022, Alekperov gave a Dutch organization ownership of the Dutch shipyard Heesen Yachts, where his 230-foot yacht Galactica Super Nova was constructed.
NET WORTH:28.63 billion dollars($)
2.LEONID MIKHELSON &FAMILY
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Novatek is a natural gas producer, and its founder and chairman is Leonid Mikhelson.
In 2017, he acquired a 17% share in the petrochemical business Sibur from Kirill Shamalov, who is reportedly Putin's former son-in-law. This brought his total ownership to 48%; at present, he owns somewhat more than 30%.
Sibur joined forces with the TAIF Group in 2021, which has a lot of assets in the Republic of Tatarstan. The sons of the country's first president were among TAIF's proprietors.
Mikhelson invested about $470 million to transform a power station located across from the Kremlin into the impressive GES-2 art complex, which officially opened its doors in late 2021.
In 2017, he acquired a 17% share in the petrochemical business Sibur from Kirill Shamalov, who is reportedly Putin's former son-in-law. This brought his total ownership to 48%; at present, he owns somewhat more than 30%.
Sibur joined forces with the TAIF Group in 2021, which has a lot of assets in the Republic of Tatarstan. The sons of the country's first president were among TAIF's proprietors.
Mikhelson invested about $470 million to transform a power station located across from the Kremlin into the impressive GES-2 art complex, which officially opened its doors in late 2021.
NET WORTH:27.42 billion dollars($)
3.VLADIMIR LISIN
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The chairman of NLMK Group, a well-known producer of steel products, is Vladimir Lisin.
Lisin began her career as an electrical fitter in a Siberian coal mine before moving to Central Russia to work as a steelworker.
Subsequently, he oversaw production facilities for Trans-World Group, an alliance of commodities dealers with interests in aluminum smelters.
Later, bank fraud was looked at regarding Trans-World. Lisin allegedly denied any wrongdoing during an interview with Russian authorities in 1995 over the killing of a local lawmaker.
Additionally, Lisin owns Port One, a port management firm with subsidiaries in the basins of the Baltic and Black Seas.
He sold Russian investors Freight One, one of the biggest railway companies in Russia, in 2022.
Lisin began her career as an electrical fitter in a Siberian coal mine before moving to Central Russia to work as a steelworker.
Subsequently, he oversaw production facilities for Trans-World Group, an alliance of commodities dealers with interests in aluminum smelters.
Later, bank fraud was looked at regarding Trans-World. Lisin allegedly denied any wrongdoing during an interview with Russian authorities in 1995 over the killing of a local lawmaker.
Additionally, Lisin owns Port One, a port management firm with subsidiaries in the basins of the Baltic and Black Seas.
He sold Russian investors Freight One, one of the biggest railway companies in Russia, in 2022.
NET WORTH:26.61 billion dollars ($)
4.ALEXEY MORDASHOV & FAMILY
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Severstal is a steel firm owned by Alexey Mordashov, who served as its CEO for 19 years until his resignation in 2015.
After being subject to sanctions in 2022, he quickly sold off significant assets, such as stock in the travel business TUI and the mining company Nordgold.
According to Mordashov, Severstal, in which he still owns a 77% interest, lost more than $400 million in 2022 as a result of Western sanctions.
In 2014, amid escalating tensions between Russia and the West, Severstal divested two steel mills in the United States and shifted its attention towards its domestic operations.
Mordashov, a steel mill's financial director, was a son of mill workers.
After being subject to sanctions in 2022, he quickly sold off significant assets, such as stock in the travel business TUI and the mining company Nordgold.
According to Mordashov, Severstal, in which he still owns a 77% interest, lost more than $400 million in 2022 as a result of Western sanctions.
In 2014, amid escalating tensions between Russia and the West, Severstal divested two steel mills in the United States and shifted its attention towards its domestic operations.
Mordashov, a steel mill's financial director, was a son of mill workers.
NET WORTH:25.50 billion dollars($)
5.VLADIMIR POTANIN
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During Russia's privatization in 1995, Vladimir Potanin purchased a portion of Norilsk Nickel; as of right now, he owns slightly more than one-third of the business.
Potanin, who is still close to President Vladimir Putin, was Boris Yeltsin's deputy prime minister.
Rosa Khutor, a $2.5 billion ski resort, snowboard park, and center for freestyle skiing built for the 2014 Olympics, is still partially owned by Potanin.
He acquired 35% of Tinkoff Bank from its founder, Oleg Tinkov, and Rosbank from Societe Generale, which had ceased operations in Russia following the invasion of Ukraine, in the spring of 2022.
In what may turn out to be one of the largest divorce settlements in history, Potanin and his ex-wife are still at odds over assets in UK court.
Potanin, who is still close to President Vladimir Putin, was Boris Yeltsin's deputy prime minister.
Rosa Khutor, a $2.5 billion ski resort, snowboard park, and center for freestyle skiing built for the 2014 Olympics, is still partially owned by Potanin.
He acquired 35% of Tinkoff Bank from its founder, Oleg Tinkov, and Rosbank from Societe Generale, which had ceased operations in Russia following the invasion of Ukraine, in the spring of 2022.
In what may turn out to be one of the largest divorce settlements in history, Potanin and his ex-wife are still at odds over assets in UK court.
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