The mere-exposure effect, also known as the power of habit, highlights a deep-rooted tendency in all of us: We are instinctively drawn to what is familiar to us, while we are more reluctant about new things. Put simply, the more often we are confronted with something, the more likely we are to develop an affection for it. This preference for the familiar is rooted in our evolutionary past, where the rapid recognition of familiar stimuli was essential for survival in order to distinguish friend from foe and edible from poisonous plants.

‍

An everyday example that illustrates this effect is music preferences. Many of us have songs that we listen to over and over again, even though, objectively speaking, they may not be considered musical masterpieces. The reason for this is the familiarity that comes from repeated listening. These songs provide us with a certain level of comfort and make us feel positive even when faced with new melodies that we may even reject simply because they are unknown to us.

‍

Now for the exciting question: How can the mere-exposure effect be used strategically in digital marketing? The key is to regularly remind your target audience of your brand. By presenting your advertising in an exciting and relevant way, you minimize the risk of potential customers turning away from your brand.

‍

Retargeting is a popular and effective approach that increases familiarity and therefore positive attitude towards your product or brand by presenting your ad repeatedly. This not only increases the likelihood of a purchase being completed, but also strengthens brand loyalty.

‍

Publishing high-quality content regularly on your social media channels is just as important. This strategy keeps your brand or product in the minds of your followers and promotes a positive attitude towards them. Consistency and quality are decisive here. A steady presence, paired with valuable content, can sustainably strengthen awareness and trust in your brand.

‍

Ultimately, the mere-exposure effect shows that persistence pays off. Through regular and targeted contact with your brand or product, customers develop a positive attitude that not only promotes brand loyalty, but also opens the door to new business opportunities.