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The Science of Familiarity: How Frequent Exposure Builds Trust and Liking
Years ago, researchers at the California Institute of Technology used brain imaging experiments to record changes in the brains of people exposed to uncertain environments. They found that when people are in an uncertain environment, two areas of the brain, the amygdala and the orbitofrontal cortex, become hyperactive. In other words, when we are in a strange environment, the brain is actually awakened in two states-fear (amygdala); control ourselves and calm ourselves (orbitofrontal cortex). When the amygdala is activated, our body will also release a large amount of cortisol and activate the sympathetic nervous system, which will put us in a state of alert stress, which will increase heart rate…