Mere-Exposure Effect: Marketing that Builds on 'Familiarity'

Mere-Exposure Effect: Marketing Formula Based on Familiarity

In the world of marketing and advertising, there are numerous strategies that marketers can use to attract consumer attention. However, one interesting technique that has been proven effective by many brands is the "mere-exposure effect". This psychological phenomenon demonstrates that humans tend to prefer things they are familiar with over those they are not, even without a clear reason.

Today, we will explore more about what the mere-exposure effect is, how it works, and how to apply it to your own business.

Background of the Mere-Exposure Effect

The mere-exposure effect was discovered by American psychologist Robert Zajonc in 1968, a discovery that brought about significant changes in the fields of psychology and marketing. Zajonc conducted an experiment by showing meaningless symbols to participants and found that they tended to prefer images they saw frequently over those they saw only once.

This discovery led to further studies in various contexts, including marketing, advertising, politics, and even daily life. The results of these studies confirmed that the mere-exposure effect is a real phenomenon and has a significant influence on human decision-making.

How the Mere-Exposure Effect Works

The mere-exposure effect operates through several psychological mechanisms, such as:

Reduction of Uncertainty

When humans encounter something familiar, the brain feels safe and reduces anxiety about the unknown. This familiarity leads to a sense of comfort and ultimately to preference.

Easier Processing

Familiar things are processed more easily and quickly in the brain, leading to a sense of comfort and greater liking. This process is called "Processing Fluency," which is the brain's ability to process information smoothly.

Association with Safety

This mechanism is rooted in human survival instincts. When humans see something frequently without negative consequences, the brain associates it with feelings of safety and positivity. Similarly, consumers tend to trust brands they see often more than unfamiliar ones.

Creating Unconscious Familiarity

Even if a person doesn't intentionally pay attention to or remember what they see, repeated exposure can create familiarity at a subconscious level. This is why building brand awareness is important in business operations, regardless of size.

Applying the Mere-Exposure Effect in Marketing

Repetitive Advertising

Presenting advertisements or marketing messages repeatedly is the most straightforward way to use the mere-exposure effect. This can be done by consistently displaying ads across various channels, including television, radio, print media, and online platforms, to increase familiarity and preference for the brand. However, marketers must be careful not to cause excessive annoyance. They may use techniques like slightly modifying the ad format each time to maintain freshness and make it more interesting with each encounter.

Product Placement

Product placement is a subtle technique favored by many large brands. We often see products or brands presented in entertainment media such as movies, TV series, or various programs. This method helps create awareness and familiarity without consumers realizing it, as the product or brand appears as part of the content they are enjoying. However, effective product placement should look natural and consistent with the context of the content to avoid appearing too forceful.

Use of Logos and Symbols

Consistently using brand logos or symbols at every customer touchpoint is an effective way to create brand recognition and preference. Well-designed logos that are used consistently become brand representatives in consumers' minds. Logo use should cover all channels, from packaging, websites, and advertising media to employee uniforms, to create a consistent and memorable image.

Creating Repeated Experiences

Designing consistent customer experiences across all channels is another effective way to use the mere-exposure effect. Whether it's store design, customer service, or app design, creating consistent and unique experiences helps build familiarity and confidence in the brand. For example, Starbucks designs its store atmosphere, service, and products consistently worldwide, making customers feel familiar no matter which Starbucks store they visit.

Using Social Media to Post Content Regularly

In the digital age, social media is a crucial channel for creating brand awareness and familiarity. Regularly posting brand-related content on various social media platforms like Facebook, Instagram, X, or LinkedIn helps increase consumer engagement and connection. When using this strategy, consider both the frequency and quality of content, always presenting valuable and interesting information for the target audience, not just product advertisements.

Examples of Mere-Exposure Effect Success in Marketing

• Coca-Cola effectively uses the mere-exposure effect through widespread and consistent advertising, such as using its distinctive red logo and product placement in various locations worldwide. This has made Coca-Cola one of the most valuable brands in the world.
• Apple employs the mere-exposure effect through its unique product design, such as using a simple yet memorable apple logo, and creating consistent customer experiences at every touchpoint. This has allowed Apple to build a loyal customer base and achieve an extremely high brand value.
• McDonald's utilizes the mere-exposure effect through the use of its prominent "Golden Arches" logo, distinctive restaura/nt design, and continuous advertising. This has made McDonald's one of the most recognizable brands in the world.

The mere-exposure effect is a powerful marketing tool that leverages the psychological tendency of humans to prefer familiar things. It effectively helps create brand recognition, preference, and loyalty. However, marketers should use it carefully, considering balance and adapting it to suit their target audience and changing situations. This approach allows brands to build strong relationships with consumers and achieve long-term success.