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 SINGAPORA
2024
1.EDUARDO SAVERIN
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In 2004, Eduardo Saverin and Mark Zuckerberg, a student at Harvard, cofounded Meta Platforms, which was originally Facebook.
Even as a venture investor today, his modest but significant ownership in Meta accounts for the majority of his wealth.
Along with Raj Ganguly, a veteran of BCG and Bain Capital, he founded the venture firm B Capital in 2016. In 2023, the firm managed assets of about $5.5 billion.
B Capital raised $250 million in July 2022 to fund early-stage ventures.
Saverin, who was born in Brazil, has lived in Singapore ever since he gave up his American citizenship in 2012, just before Facebook went public.
Even as a venture investor today, his modest but significant ownership in Meta accounts for the majority of his wealth.
Along with Raj Ganguly, a veteran of BCG and Bain Capital, he founded the venture firm B Capital in 2016. In 2023, the firm managed assets of about $5.5 billion.
B Capital raised $250 million in July 2022 to fund early-stage ventures.
Saverin, who was born in Brazil, has lived in Singapore ever since he gave up his American citizenship in 2012, just before Facebook went public.
NET WORTH:16 billion dollars($)
2.ROBERT & PHILIP NG
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The largest private landlord and property developer in Singapore, Far East Organization, is run by brothers Robert and Philip Ng.
Ng Teng Fong, the father of the group, moved to Singapore in 1934 from China and earned the moniker "The King of Orchard Road."
Philip is in charge of the Singapore interests, while their elder brother Robert (above) and his son Daryl manage Sino Group, their Hong Kong subsidiary.
The century-old former Westminster Fire Station in London was transformed into a posh building with 17 flats by Singapore-listed Far East Orchard, which put it up for sale in 2022.
Ng Teng Fong, the father of the group, moved to Singapore in 1934 from China and earned the moniker "The King of Orchard Road."
Philip is in charge of the Singapore interests, while their elder brother Robert (above) and his son Daryl manage Sino Group, their Hong Kong subsidiary.
The century-old former Westminster Fire Station in London was transformed into a posh building with 17 flats by Singapore-listed Far East Orchard, which put it up for sale in 2022.
NET WORTH:14.8 billion dollars($)
3.LI XITING
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Li is the chairman and co-founder of Shenzhen Mindray Bio-Medical Electronics, a medical equipment supplier.
Mindray is a Shenzhen-based company that was established in 1991.
Xu Hang, the director and cofounder of Mindray, is a multibillionaire as well.
Li graduated with a bachelor's degree from the Chinese University of Science and Technology.Li assisted scholars at institutes in Wuhan, Hubei, and France from 1976 to 1987. In the early 1980s, he was a visiting scholar at Paris-Sud University.
Li's initial foray into entrepreneurship took place at Shenzhen Anke High-tech Company, a mainly state-owned business established in the 1980s by the Chinese Academy of Sciences (CAS) in Shenzhen, Guangdong.
Mindray is a Shenzhen-based company that was established in 1991.
Xu Hang, the director and cofounder of Mindray, is a multibillionaire as well.
Li graduated with a bachelor's degree from the Chinese University of Science and Technology.Li assisted scholars at institutes in Wuhan, Hubei, and France from 1976 to 1987. In the early 1980s, he was a visiting scholar at Paris-Sud University.
Li's initial foray into entrepreneurship took place at Shenzhen Anke High-tech Company, a mainly state-owned business established in the 1980s by the Chinese Academy of Sciences (CAS) in Shenzhen, Guangdong.
NET WORTH:14 billion dollars($)
4.GOH CHENG LIANG
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Goh Cheng Liang's primary source of wealth is his majority ownership of Nippon Paint Holdings, a paint producer based in Japan that ranks fourth globally in terms of revenue.
Before he joined Nippon Paint as a partner in 1962, Goh began producing paints at a tiny Singaporean facility.
Hup Jin, his son, is the chairman of Nippon Paint. He concluded a $12 billion cash and stock purchase in 2021 to acquire a majority share in Nippon.
The firm commemorated its 140th anniversary in March 2021. In 1955, he opened his first paint store in Singapore, and in 1962, he took over as Nippon Paint's principal distributor there. Founded in 1974 as a real estate enterprise, Wuthelam Holdings has interests in both property development and the paint industry.
Before he joined Nippon Paint as a partner in 1962, Goh began producing paints at a tiny Singaporean facility.
Hup Jin, his son, is the chairman of Nippon Paint. He concluded a $12 billion cash and stock purchase in 2021 to acquire a majority share in Nippon.
The firm commemorated its 140th anniversary in March 2021. In 1955, he opened his first paint store in Singapore, and in 1962, he took over as Nippon Paint's principal distributor there. Founded in 1974 as a real estate enterprise, Wuthelam Holdings has interests in both property development and the paint industry.
NET WORTH:12.3 billion dollars($)
5.KWEK LENG BENG & FAMILY
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The Hong Leong Group, established in 1941 by his father in Singapore, is led by executive chairman Kwek Leng Beng.
In addition, Kwek serves as executive chairman of City Developments, the second-biggest real estate developer in the island state.
Sherman, Kwek's son, has been City Developments' group CEO since 2018.
For almost $500 million, the business purchased the historic St. Katharine Docks in central London in March 2023. After that, it bought hotels in Seoul and Brisbane.
Hong Leong, a distinct group in Malaysia, is owned and operated by his billionaire cousin Quek Leng Chan.
In addition, Kwek serves as executive chairman of City Developments, the second-biggest real estate developer in the island state.
Sherman, Kwek's son, has been City Developments' group CEO since 2018.
For almost $500 million, the business purchased the historic St. Katharine Docks in central London in March 2023. After that, it bought hotels in Seoul and Brisbane.
Hong Leong, a distinct group in Malaysia, is owned and operated by his billionaire cousin Quek Leng Chan.
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