15/09/2026
𝗘𝗡𝗧𝗘𝗥𝗧𝗔𝗜𝗡𝗠𝗘𝗡𝗧 | 𝗗𝗜𝗗 𝗬𝗢𝗨 𝗞𝗡𝗢𝗪?
Have you ever noticed a product or brand several times and eventually found it more familiar or appealing?
This may be related to the 𝗠𝗲𝗿𝗲 𝗘𝘅𝗽𝗼𝘀𝘂𝗿𝗲 𝗘𝗳𝗳𝗲𝗰𝘁—a psychological phenomenon in which repeated exposure to a stimulus can influence how positively people evaluate it.
A study involving consumer products found that attractiveness ratings for unfamiliar products increased as exposure frequency increased (Hekkert, Thurgood, & Whitfield, 2013). A later meta-analysis also found evidence of a positive relationship between repeated exposure and liking, although the effect can vary depending on the conditions and may eventually decrease with excessive exposure (Montoya et al., 2017).
𝗜𝗻 𝗺𝗮𝗿𝗸𝗲𝘁𝗶𝗻𝗴: repeated visibility may help build familiarity with a brand, but effective marketing goes beyond simply showing the same message repeatedly.
💭 𝗛𝗮𝘃𝗲 𝘆𝗼𝘂 𝗲𝘃𝗲𝗿 𝘀𝘁𝗮𝗿𝘁𝗲𝗱 𝗻𝗼𝘁𝗶𝗰𝗶𝗻𝗴 𝗼𝗿 𝗹𝗶𝗸𝗶𝗻𝗴 𝗮 𝗯𝗿𝗮𝗻𝗱 𝗯𝗲𝗰𝗮𝘂𝘀𝗲 𝘆𝗼𝘂 𝗸𝗲𝗽𝘁 𝘀𝗲𝗲𝗶𝗻𝗴 𝗶𝘁?
𝗥𝗲𝗳𝗲𝗿𝗲𝗻𝗰𝗲𝘀:
Hekkert, P., Thurgood, C., & Whitfield, T. W. A. (2013). The mere exposure effect for consumer products as a consequence of existing familiarity and controlled exposure. Acta Psychologica, 144(2), 411–417. https://doi.org/10.1016/j.actpsy.2013.07.015
Montoya, R. M., Horton, R. S., Vevea, J. L., Citkowicz, M., & Lauber, E. A. (2017). A re-examination of the mere exposure effect: The influence of repeated exposure on recognition, familiarity, and liking. Psychological Bulletin, 143(5), 459–498. https://doi.org/10.1037/bul0000085
🖼️&✒️: Ellie
