Mind & EverydayFact
You like things simply because you've seen them before.
In 1968 Robert Zajonc showed participants Chinese characters at different frequencies. The more often a character appeared, the more positive its meaning was rated, even though nobody could read it. This mere-exposure effect has been replicated robustly and works even when you don't consciously notice the stimulus. Advertising needs no argument, just repetition.
Useful: If a brand feels familiar and good, check whether you've merely seen it a lot.
Source: en.wikipedia.org