Introduction
The mere exposure effect is a cognitive bias where individuals tend to favor things simply because they are familiar. In R&D, this bias can lead to an over-reliance on familiar ideas, technologies, or processes, even when newer solutions might offer better outcomes.
In this newsletter, we’ll examine the impact of mere exposure on R&D and how teams can mitigate it to ensure more innovative, forward-thinking decisions.
How the Mere Exposure Effect Limits R&D Innovation
In the R&D space, teams often cling to the familiar because it feels safe. This can prevent them from exploring new technologies or processes that could significantly improve efficiency or outcomes. Over time, sticking to familiar approaches can cause companies to fall behind more innovative competitors.
For example, a company may continue using outdated project management tools because the team is comfortable with them, even though more modern tools could increase productivity and collaboration.
Mitigation Strategies for the Mere Exposure Effect
🛠️ Promote a Culture of Experimentation
Create a culture where teams are encouraged to experiment with new technologies, processes, and ideas. Reward teams for trying new approaches, even if they fall outside the comfort zone of familiar methods.
🛠️ Use External Input to Challenge Familiarity
Bring in external reviewers or consultants who are not influenced by internal familiarity. Their fresh perspectives can challenge existing approaches and introduce new ideas that teams might have overlooked.
🛠️ Encourage Curiosity and Learning
Promote a culture of curiosity and continuous learning. Encourage team members to regularly explore new tools, technologies, or methodologies to prevent the mere exposure effect from limiting innovation.
(an example, during cannabis boom, people got into the business just doing anything cannabis, not knowing if cannabis will bringing them any money or not)
Conclusion
The mere exposure effect can cause teams to stick to familiar ideas and approaches, stifling innovation. By fostering a culture of experimentation, encouraging external input, and promoting continuous learning, R&D teams can break free from this bias and embrace new, more effective solutions.