Disentangling the effects of idea novelty and mere exposure on idea evaluation

This study examines how repeated exposure to novel ideas shapes (i) perceived familiarity (mediator) and (ii) preference, and how the informational framing of an idea—concrete (implementation-focused / feasibility-laden) versus abstract (benefits-focused / desirability-laden)—changes these dynamics. The key design feature is a midpoint framing switch (Trial 13) for one focal idea: the idea is presented with one framing for Trials 1–12 and with the opposite framing for Trials 13–20. This allows us to test whether revealing concrete information after repeated exposure can correct evaluation biases toward novel ideas.