TIME AFTER TIME
MERE EXPOSURE EFFECT
A psychological phenomenon in that the more often people have previously been exposed to something, the more they like it.
The influx of TV reboots (That 90’s show, Fresh Prince, Night Court?) is not simply a cultural trend but a play to a cognitive bias.
Our brain believes what is familiar to us poses less risk, so it drives us towards things (and people) we’ve encountered before. What’s more - liking grows with each incremental encounter (perhaps why 60+% of adults kindle a workplace romance?).
Net net, what’s the secret to building affinity? The more, the merrier.
SO WHAT
Cultivate positive feelings through familiarity. Repeated exposure, however fleeting, can create warmth toward your brand.
NOW WHAT
Embrace consistency in imagery, language, and media context. Repeat the same concept with varying formats and complexity.
Exposure hits diminishing returns; frequency testing is critical!
Take mere exposure to the next level by measuring and optimizing to attention.
MARKETING IMPLICATION
With today’s technology, it’s possible to target consumers who have hit an exposure threshold and/or report a level of awareness of your brand. Have you identified and mobilized this population?
We do not remember days, we remember moments.
- Cesare Pavese
Sources & Additional Reading
https://www.simplypsychology.org/mere-exposure-effect.html
https://thedecisionlab.com/biases/mere-exposure-effect
https://www.verywellmind.com/mere-exposure-effect-7368184