The Mere Exposure Effect in Marketing: The Power of Familiarity 👋😊

 


I have never been a big fan of rap, until this moment, when i was scrolling though YouTube, I accidentally clicked on Eminem's "Venom. 🎵" 

I didn't get it at all. Not even a single word. So, I quickly moved on and closed the video, not even a half minute listened.

But the twist is here, throughout the entire day, that song kept playing in my head non-stop. 

I couldn't escape it! And to make things even weirder, I found myself subconsciously going back to listen to it again and again

The more i heard the song, the more its lyrics and the rhythm seeped into my brain, in the end found myself singing that song in the bathroom this morning(disgusting to hear🤢)

🙂Mere exposure effect

This is called the mere exposure effect, discovered by the American social psychologist Robert Zajonc. It is also known as familiarity principle.


It states that, “we develop our preferences for things solely because we are used to them.”

“songs that suck becomes so catchy over time”

 In my case,  once i got to know the song's existence, though i didn't like it, its endless loop seem to paying in my head made me familiar with the song and get used to it.

📊📢In marketing

“A reliable way to make people believe in falsehoods is frequent repetition, because familiarity is not easily distinguished from truth. Authoritarian institutions and marketers have always known this fact”

When we think of Santa Claus, we immediately imagine Christmas, gifts, and cakes, right? 


And we all have this image of him in our minds - a big guy with a huge belly, wearing a long white beard, and a red sweater, carrying a bag of gifts on his back.

But guess what? 

Santa's outfit wasn't always red. Before 1930, he used to wear green. 

Really?

It was Coca-Cola who decided to change Santa's outfit to red, all to match their brand color and amp up their marketing.

When it comes to marketing, reaching your target audience is paramount, and it can be achieved through various means like advertisements, social media marketing, and branding.  

Doing it repeatedly – repetition is the key. 

By continuously showcasing your brand, you embed it in your customers' minds, making them remember you even in their sleep.

Take the iconic "ta-dum" sound of Netflix, for instance – how did it become so memorable?

Repetition! 🔄🔄🔄

When you consistently plant your presence in your customers' subconscious, they'll naturally seek you out without even realizing it.


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