Which concept refers to the tendency for novel stimuli to be rated more positively after repeated exposure?

The correct answer, the mere-exposure effect, refers to a psychological phenomenon where individuals tend to develop a preference for stimuli simply due to repeated exposure. This occurs because familiarity can often increase liking; as people encounter a stimulus more frequently, they may find it more appealing. This effect has been widely researched and documented in various contexts, showing that even when individuals do not consciously remember the repeated exposure, their positive ratings for those stimuli tend to improve.

The other concepts listed do not relate to the effect of repeated exposure on preferences. The illusion of control refers to the tendency of individuals to overestimate their influence over events, which does not involve repeated encounters with stimuli. Frustration-aggression theory posits that frustration can lead to aggressive behavior, focusing more on emotional responses than preference formation. The lowball technique is a compliance strategy in which a person is initially presented with a low-cost request and subsequently faced with higher costs, influencing decision-making but not involving familiarity or exposure. Hence, the mere-exposure effect is specifically linked to the positive rating of stimuli after they are encountered multiple times.