Reptilian brain · Threat Response
Neophobia / Novelty Avoidance
Instinctive wariness of the unfamiliar; repeated exposure turns it into liking, which is why familiarity sells and why the new vendor loses to the known one regardless of merit.
An everyday example
Choosing the incumbent supplier because the challenger's interface 'feels wrong' after one look.
What it can cost you
Confusing unfamiliar with unsafe, and familiar with good.
Warning signs
- I rejected it because it was new.
- I chose the one I had seen the most ads for.
One thing to do
Score options on criteria before scoring them on feel; give the unfamiliar option three exposures before judging.
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