The Mere Exposure Effect
You may not have heard of the effect, but you’ve almost certainly experienced it. Also known as the familiarity principle, the Mere Exposure Effect describes the tendency we all have for developing a preference for the things that we’re most familiar with. Think back to the last time you visited a restaurant - you’re likely to have found yourself choosing a dish that you already know well. That’s the Mere Exposure Effect in action.
The phenomenon was first identified by the psychologist Robert Zajonc in the 1960s, and at its core, describes how repeated exposure to a particular stimulus (like a meal, a smell, a song, a product etc.) will increase the likelihood that a person will like it, and therefore develop a preference for it. As brands and businesses vie for the increasingly short attention spans of users, understanding the effect and learning how to harness it effectively can make all the difference in the battle to build sustainable brand recognition and loyalty.
How the effect works
As a psychological phenomenon, the effect is rooted in a necessary part of our evolutionary development - guiding us to choose the familiar, and thus ensure our safety, over the unknown. When applied to marketing, the implication is that customers who encounter a product or brand repeatedly will be more likely to have positive feelings about it, naturally leading to increased recognition.
As familiarity grows, a sense of trust and credibility is built leading, eventually, to full engagement and conversion. There is a limit though. Over repetition, or obviously inauthentic advertising can quickly hit a saturation point and the audience will start to perceive the exposure as irritating or disingenuous.
But when applied correctly, the Mere Exposure Effect can quickly generate a loyal customer base with incredible brand recall and positive purchasing behaviour.
Examples of the effect in action
Several brands have effectively leveraged the Mere Exposure Effect in their marketing campaigns. Here are a couple of notable, top-tier examples:
Go Compare - The insurance comparison site effectively (perhaps too effectively) deployed the Exposure Effect to bury a catchy and annoying jingle into the collective consciousness of the UK public, embedding an unforgettable signature into their TV and radio advertising. By repeatedly presenting a recurring character singing an unbearably catchy song, Go Compare ensured that they became a top-of-mind brand when consumers thought about price comparison services. Despite mixed feelings around the jingle’s catchiness, there was a creative authenticity at its core that showcases the power of consistent and repeated exposure in building brand recognition.
Manscaped - The grooming company was one of the first to disrupt the male grooming industry with a masterclass in the art of repeated exposure in the digital age; successfully scaling their business from $3 million to $300 million in just 3 years. They did this by fully embracing digital distribution as a means of a repeated brand exposure. Leaning into the then newly established podcast format, and leveraging YouTube ads in an unprecedented way, Manscaped built strategic partnerships that maintained a consistent, repeated presence across a variety of channels. 3 years later the brand now sits right alongside the likes of Gillette and Wilkinson Sword, ensuring that when men think of grooming products, Manscaped comes to mind.
How to harness the Mere Exposure Effect
Utilising the Effect successfully requires a thoughtful and strategic approach. It’s not enough to simply bombard your customers with ads in hopes of recognition over time. Marketers need to consider several crucial elements in order to maximise impact. Here’s how to get started:
Consistency in Branding - It might seem self-evident, but for familiarity and recognition to truly embed themselves and resonate, consistency is crucial. Make sure that all your marketing materials, from digital ads to print campaigns, maintain a consistent style and message. Colour schemes, logos, slogans, and characters should be unified across platforms.
Adequate Timescale - For the Exposure Effect to truly work, and work well, campaigns need to run long enough for familiarity to build and embed. A short burst of exposure won't leave a lasting impression (and may even have the opposite effect) so plan your campaigns to extend over weeks or months.
Multiple Touchpoints - Ensure that customers don’t just associate your brand with one platform or format. Create touch points across multiple channels to establish and reinforce a sense of the global presence of your brand or business. Consider social media, email marketing, traditional advertising, and even customer service interactions.
Retargeting Campaigns - A staple of any good marketing strategy, retargeting will re-engage customers and reinforce your brand messaging and presence. These ads serve as reminders too, encouraging wavering customers to revisit their buying journey.
Customer Engagement - Regularly and authentically engage with your audience by providing . This could include hosting webinars, sharing newsletters, or creating interactive social media content to keep customers aware and coming back.
Avoiding over saturation
While there’s some debate as to whether or not advertising wearout exists, it’s still good practice to avoid audience irritation and fatigue. Repetition is essential, but it's important not to overwhelm your audience.
Frequency Cap - Implement a frequency cap on your campaigns to limit how often an individual sees your ads. This prevents annoyance and maintains curiosity.
Audience Segmentation - Wherever possible, customise your messaging for different audience segments. A tailored approach will improve the relevance of your ads and prevent blanket messaging likely to totally miss the mark.
User-Generated Content - UGC provides organic exposure that always performs better than brand pushed content. Develop strategies that encourage your customers to share their experiences to build a layer of authentic recognition and engagement.
The key is to be mindful of your approach and always strive to maintain positive exposure that builds brand affinity without risking fatigue. Thoughtful messaging, authentic content and strategic limits will all help to reinforce the Exposure Effect without sacrificing on brand’s integrity by crossing over into annoyance.
The Mere Exposure Effect is a valuable principle in marketing, providing businesses with an incredible inroad to building familiarity and trust with customers and users. providing insights into consumer psychology and the importance of familiarity. By understanding how this effect shapes brand perceptions and carefully balancing exposure frequency, marketers can create campaigns that engage and resonate with audiences, establish real credibility, and foster lasting loyalty. Effective marketing strategies that leverage the power of repetition while remaining mindful of their audience can ultimately drive long-term brand growth and ensure positive customer relationships.