🧠 The Mere Exposure Effect: How Familiarity Increases Likability

The More You See, The More You’ll Be

Have you ever found yourself humming a tune you initially disliked simply because you’ve heard it on the radio a dozen times?

It’s not a coincidence, it’s psychology.

This phenomenon, where repeated exposure to something increases our liking for it, is known as the Mere Exposure Effect – and it’s not just limited to music.

But hold on…

How does familiarity influence our preferences, and how can this principle be used in marketing and brand building?

The psychology of repetition and preference

This powerful principle suggests that the more we encounter a stimulus, the more likely we are to develop a positive attitude towards it.

Marketers and brand strategists use this bias to build brand affinity and create lasting impressions in consumers’ minds.

It’s as if our brains whisper, “I’ve seen this before, so it must be good!”

🧠 The Psychology Behind the Mere Exposure Effect

At its core, it’s about cognitive ease and familiarity.

When we’re repeatedly exposed to something, our brain processes it more easily each time.

This ease of processing creates a sense of comfort and positive association, even if we’re not consciously aware of it.

Simultaneously, familiarity reduces uncertainty and perceived risk, making us more likely to trust and prefer the familiar option.

This psychological mechanism explains why we often choose known brands over unfamiliar ones, even without a rational reason.

Marketers use this by ensuring consistent brand presence, and programming our mental software to favor their products.

It’s like our brains say, “I know you, therefore I like you!“

💼 How to Use the Mere Exposure Effect in Your Marketing Campaigns

Ready to use the power of familiarity in your marketing?

Here’s how you can apply it:

Implement consistent branding: Use the same logos, colors, and slogans across all platforms.
Increase ad frequency: Show your ads multiple times to the same audience.
Utilize retargeting: Follow up with website visitors through strategic ad placements.
Maintain an active social media presence: Post regularly to keep your brand in front of your audience.
Create a content series: Develop recurring content themes that your audience can expect and look forward to.

Remember, balance is crucial.

Your marketing should create familiarity without causing fatigue.

Don’t oversaturate or annoy your audience – it’ll backfire.

🐐 Mere Exposure Effect Marketing GOATs

Ready to see the Mere Exposure Effect in action?

Coca-Cola’s “Share a Coke” Campaign

Launched in 2011, this personalized bottle campaign kept the Coca-Cola brand consistently in view. It contributed to a 2.5% increase in soft drink sales in the US after more than a decade of decline.

TikTok’s “It Starts on TikTok” Campaign (2020-present)

This ongoing campaign showcases how trends, songs, and cultural moments often originate on TikTok. The repeated exposure to this message has reinforced TikTok’s position as a cultural trendsetter.

Wordle’s Daily Puzzle (2021-present)

While not a traditional marketing campaign, Wordle’s Daily Puzzle and shareable results became a cultural phenomenon through consistent, daily exposure.

Calm App’s Collaboration with Harry Styles (2020-present)

The meditation app’s ongoing partnership with the singer for sleep stories has provided consistent exposure to both the app and the celebrity, enhancing brand recognition.