"Familiarity breeds liking" - the mere exposure effect
Hello there,
As the holiday season winds down, so does my reading spree - though not without some valuable takeaways! 💡
These past few days, I’ve revisited and started books I’ve been meaning to read, including Thinking, Fast and Slow by Daniel Kahneman.
While the book is primarily about behavioral psychology, it offers insights with powerful implications for marketers.
One idea that stuck with me was this:
"Familiarity breeds liking. This is the mere exposure effect."
Let’s look closer at this concept and explore how it can apply to marketing.
The mere exposure effect
First described by social psychologist Robert Zajonc in the 1960s, the mere exposure effect suggests that people tend to develop a preference for things they’re repeatedly exposed to - even if they don’t consciously realize it.
In other words, the more familiar something becomes, the more likely we are to like it.
Kahneman explains that our brains rely on mental shortcuts to evaluate things, and familiarity acts as a signal of safety and reliability.
For marketers, this psychological phenomenon is pure gold. Here’s how it translates into practice:
1. Staying “top-of-mind”
You’ve likely heard the phrase, “we need to stay top-of-mind.” But what does that really mean?
It’s about consistently producing content - blog posts, newsletters, or social media updates - to maintain your audience’s awareness. Over time, this repeated exposure to your brand creates trust and reliability.
Consider this: How many times have you seen a company’s content pop up in your feed before finally deciding to click or engage? That’s the mere exposure effect in action.
2. Brand awareness
Think of iconic brands like Coca-Cola, which has spent over 130 years mastering the art of repetition.
From its signature red logo to consistent messaging, Coca-Cola leverages the mere exposure effect so effectively that it has a 90-95% global brand awareness (meaning almost everyone worldwide recognizes the brand).
3. Remarketing
By repeatedly displaying ads to users who’ve interacted with the website or product, brands reinforce familiarity, subtly nudging customers toward conversion.
If you have ever wondered why remarketing campaigns work, it is exactly because the more people see something, the more they trust it.
4. Building relationships
In the business world, showing up consistently matters. Whether you’re attending industry events, speaking on webinars, or actively engaging on social media, each appearance makes your face, name, or brand more recognizable.
Over time, this repeated exposure creates a subconscious sense of comfort. People are more likely to choose the familiar - whether it’s a product or a person.
Final thoughts
The mere exposure effect is just one of the many ways in which psychology shapes consumer behavior and finds practical applications in marketing.
What’s next for Marketing 101?
I’m excited to explore a range of marketing topics, and soon I’ll be having a series of video conversations with marketing experts that will share their insights with you!
Starting with the next newsletter edition, I’ll feature guest marketers from diverse fields to bring fresh perspectives to these reflections.
Until then, keep showing up (on people’s feeds, at events, or even in their email inbox) - it’s the first step to being unforgettable! 😉
Until next time,
Maria
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