Echoes of Exposure: How Technology Drives Musical Preference

The Mere Exposure Effect (MEE) describes the tendency for individuals to develop preferences for stimuli through repeated exposure. Modern technological advancements have increased music accessibility, changing both the amount of exposure and the nature of that exposure. Short‑form video platforms such as TikTok, Reels, and Shorts alter the environments in which auditory stimuli are encountered, using fast‑paced algorithms that prioritize immediate engagement and allow users to scroll past content that does not capture interest. The current study aimed to identify how different technological contexts moderate the MEE. Participants completed a music‑listening task, reported the environments in which they had heard the music, and rated their enjoyment. Results indicated that technological contexts may influence the MEE through varied effect sizes across contexts, with the largest effect size in owners of physical music and the smallest effect size in those who did not recall where they had heard the song.