How effective is mere exposure effect?

Obviously, the mere exposure effect is quite important for marketing strategies when it comes to advertisement. The effect seems to be very helpful when a company or a product is new and unfamiliar. However, other researchers found out that companies’ reputation often suffers if they are exposed in the media too often.

What is the mere exposure effect and why is it important to consumers affective reactions?

The mere-exposure effect indicates that communication effects go beyond “explicit memory”, measured with the traditional measures of (aided) recall and recognition. “Implicit memory” indicates latent communication effects, e.g., liking, for persons exposed to particular stimuli.

Which is an example of the mere exposure effect?

The Mere Exposure Effect is simply a psychological phenomenon whereby people feel a preference for people or things simply because they are familiar. For example, babies smile at the people who smile at them more.

What is one reason the mere exposure effect occurs?

According to Zajonc and his colleagues, the mere exposure effect occurs because being repeatedly exposed to the same person, image, or object reduces the uncertainty we feel. According to this idea (based in evolutionary psychology), we’re primed to be cautious around new things, since they could be dangerous to us.

When does the mere exposure effect become stronger?

The mere exposure effect is also stronger when the repetition scheme is heterogeneous (i.e., with the exposures of a stimulus being interspersed with the presentations of other stimuli) rather than homogeneous (i.e., with all the exposures being of the same stimulus).

When does the mere exposure effect backfire?

If topic already has a negative association with it before repeated exposure (such as the annoying kid down the hall) then the mere exposure effect will backfire. One study found the limitations of the mere exposure effect with a study that involved positive and negative emotion words.

How does repeated exposure lead to a positive attitude?

However, mere exposure (repeated prior exposure) to an object can lead to more liking, and thus a more positive attitude toward the object. The mere exposure effect has to do with a concept called fluency.

How is mere exposure effect related to implicit memory?

A competing class of explanations seeks the answer in more perceptual and cognitive processes and treats the mere exposure effect as a kind of implicit memory phenomenon. One proposal suggests that repeated exposure gradually strengthens a stimulus memory trace and thus enhances the ease of its later identification.