Mere exposure effect

Repeated exposure to something tends to increase liking for it, up to a point.

Emotion and memory Applies sitewide
Where it applies

Three of the eight page areas.

HomepageAlso applies CategoryNot typical SearchNot typical ProductNot typical CartNot typical CheckoutNot typical Post-purchaseAlso applies

It also applies sitewide, on every page. See everything at work on every page

How to use it

Three ways to use it, and one to avoid.

  • Keep logo, colours, type and tone consistent across pages, emails and packaging.
  • Repeat hero products and visual motifs.
  • Vary the creative and cap frequency, because liking falls away with heavy repetition.
  • Avoid: retargeting cookies set without consent, and marketing emails sent without consent or the soft opt-in under PECR.
What the research found

Liking rises with repetition, then declines. The outcome measured is liking, not sales.

Across 268 curve estimates from 81 articles, liking rose with repetition and then declined.

Montoya and colleagues pooled 268 curve estimates from 81 articles: liking rises with repetition and then declines (an inverted U), and the gain is clearer for visual than for auditory stimuli. Fang and colleagues found repeated banner adverts were liked more. Outcomes are liking, not sales.

Key research

Four sources, each checked.

Last reviewed

Zajonc (1968) Attitudinal effects of mere exposure J. Personality & Social Psychology Read the source Bornstein (1989)Meta-analysis Exposure and affect: Overview and meta-analysis of research, 1968-1987 Psychological Bulletin Read the source Montoya, Horton, Vevea, Citkowicz & Lauber (2017)Meta-analysis A re-examination of the mere exposure effect: The influence of repeated exposure on recognition, familiarity, and liking Psychological Bulletin Read the source Fang, Singh & Ahluwalia (2007) An Examination of Different Explanations for the Mere Exposure Effect J. Consumer Research Read the source
Before you use it · UK law

Retargeting cookies need consent, and marketing emails need consent or the soft opt-in under PECR. Too much repetition reduces liking.

This is simply a pointer to check, not legal advice. Seek legal advice before you put this principle into action.