Trust is not the only factor that contributes to workers adopting lean biases. The
mere exposure effect leads to positive associations with familiar ideas.Kahneman (2011,
p. 67) notes that the mere exposure effect does not depend on a person being consciously
familiar with stimuli and is even stronger when the person does not consciously see the
stimuli. Because quality and continuous improvement are deeply entwined in lean
cultures, workers have exposure throughout each day to the ideas and practices of lean;
management and colleagues “walk the talk” and constantly demonstrate that lean is not
just a “flavor of the week” to only be paid lip service (Adler et al., 1999; Liker, 2004). Liker
(2004, p. 15) quoted the President of Toyota Motor Company as saying: