First popularized by social psychologist Robert Zajonc in 1968, who theorized that ‘simply being exposed to something regularly was sufficient to make people enjoy it without needing to receive compensation or a prize in return’, the mere-exposure effect is known as a psychological phenomenon where ‘the more you see someone or something, the more likely you are to choose them or it over anyone or anything else’. Because of this, the mere-exposure effect is commonly incorporated into business marketing, analyzed in social contexts, and even incorporated into advertising songs.
There are two particular reasons why individuals experience the mere-exposure effect. One is linked to Charles Darwin’s Theory of Evolution, suggesting that humans instinctively draw parallels between seeing an item without negative after-effects, and the assumption that it is harmless and safe, therefore establishing a sense of security. This in turn leads humans to develop positive feelings about things we are more familiar with, in contrast to things that we aren’t. The origin of the mere-exposure effect can also be traced back to the idea that our minds tend to lean towards familiar rather than new paths, as this increases processing speed and reduces mental strain, making it easier to understand information. For instance, when an individual rewatches a movie for the second time, they are generally able to pick up on smaller details that they may not have recognized the first time.
So, what is this phenomenon, under what circumstances can it occur, and what are the potential adversities that come with it?
Although not very widespread, this phenomenon can be seen frequently in the world around us. Modern-day billboards are designed to captivate an individual’s attention as well as imprint a message into their minds by incorporating signature logos, texts, or new trending products, and placing the most attractive and best-selling products towards the front of the store or the top of websites to further expose consumers to them, and draw them into browsing further. On the business spectrum, numerous multinational corporations have also utilised mere-exposure effects in different scenarios, intending to appeal to a large and diverse range of audiences. For example, many brands seek common ground and familiarity by incorporating the theme of ‘family’ into advertisements—a concept a large majority of the world’s population is able to resonate with. Coca-Cola, the world’s largest nonalcoholic beverage company, utilised the title “Together Tastes Better” as a name for a global platform launched in 2020, which accompanied a new film, plans to support local restaurant businesses, and even a partnership with Disney, each one reflecting the idea of unity—whether between couples, families, friends, or housemates.
Alongside this, one particular marketing technique often used in accordance with the mere-exposure effect is the incorporation of popular music in video adverts. Dr. Bradly Vines, in his article ‘The Celebrity Power of Music in Advertisements’ concludes from research that the adaptation of pop culture music can increase attention, emotion, and memory by 20%. Individuals already familiar with a song playing in the background of commercials gradually become accustomed to the product and the tune going hand in hand—and are therefore more likely to remember the brand as well as become more engaged with the commercial.
Although the mere-exposure effect comes with its benefits, it could also lead to overexposure, where members of the target audience begin to get frustrated from seeing the same advertisement regularly, and the company’s reputation starts to sour. Psychologist Robert Bornstein concluded from research that mere-exposure becomes ineffective after around 20 exposures—linking this decline in interest to the concept of getting tired of listening to the same song on repeat. Additionally, exposure can cause negative rather than positive feedback, especially if a user views an advertisement or news portraying the product in a negative light. Because of this, businesses find it paramount to maintain a clean image for their brand.
Nevertheless, despite the fact that the mere-exposure effect plays an integral role in our decision-making, the feelings an individual can develop towards a product’s overexposure vary—for example, Grammarly, the spelling and vocabulary checker, despite being widely hated for its frequent Youtube advertisements, still has over 10 million users. Next time when you’re outside on the street, see if you can recognize any parts of the mere-exposure effect—whether through billboards, digital screens, or even products in a store!
