love, love, love.. hate?
Familiarity is important but when does familiarity breed contempt?
Ever listened to a song which you liked insanely and then put it on loop and listened to it forever?
I bet you have done this. Many times maybe.
And then when you have listened to the song too many times, you slowly start getting irritated with the song, to the extent that you stop listening to it altogether.
When hate follows love 💕😡
Both these reactions are explained by the mere exposure effect. This effect basically says that we tend to show a preference to things with which we are more familiar. The most straightforward application of this principle is in advertising. That’s why companies spend billions of dollars in showing their advertisements to you so many times so that they can build familiarity about their products in your minds.
However, just because you know the product more means that you will purchase the product more, works only to an extent. Higher exposure causes higher familiarity leading to a higher preference right up to a peak and then it decreases.
The question is when does it start decreasing?
How much is too much? 🤔
In this video from Nudgestock 2019, Jennie Roper from Kinetic presents her study where she tried to find out how much familiarity is too much familiarity.
You can watch the video for the full details.
TL;DR: Familiarity increases up to 9-12 impressions and then it starts going down. Food for thought for the next ad campaign?
Cheers,
Rohit
📈 What is Seeking North 📈
Seeking North helps you to be the most interesting person in the room.
Throughout the week, I share the most interesting and insightful articles/videos/podcasts in 5 knowledge spaces:
Behavioral sciences
Mental models
Productivity
Better learning models
Brands
I share one link every weekday. In a world full of digital noise and garbled content, this is a place for focus (one link per day) and curation (personally hand-picked).
If you want to read/listen/watch what some of the smartest people on the planet are saying and be inspired by them, this is your place. Share this inspiration with your friends by clicking below.