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Mere Exposure Theory

 

Explanations > Theories > Mere Exposure Theory

Description | Research | Example | So What? | See also | References 

 

Description

The more exposure we have to a stimulus, the more we will tend to like it. Familiarity breeds liking more than contempt. Things grow on us and we acquire tastes for things over time and repeated exposure.

This stimulus can be people, commercial products, places, etc. We can get to like most things, given time. We can even get to like unpleasant things, such as when prisoners miss prison.

When we make choices, the familiar is often chosen over the unfamiliar. ‘Better the devil you know’ as they say.

Exposure can be overdone. After a certain number of exposures we will ignore the message. If the exposures continue, we will get irritated and ‘take revenge’ by assuming negative responses to the message.

The exposure effect is linked to the disgraced world of subliminal messages and subliminal (<50ms) exposure has increased liking. 

Research

Zajonc (1968) showed Chinese characters to people from one to 25 times, asking them to guess the meaning. The more they saw a character the more positive a meaning they gave.

Miller (1976) showed people posters about stopping foreign aid up to 200 times. They were persuaded most by moderate exposure. After 200 exposures they reacted negatively to the message!

Kunst-Williams and Zajonc briefly (1 ms) showed octagons to experimental participants. Although they were later unable to identify the octagons, their liking for the shapes increased.

Example

Adverts use this effect. By repeated exposure, viewers gradually start to like the product without every having tried it. It is also possible to become sick of endlessly repeated ads, so advertisers will regularly change the advertisement (thereby giving rise to a highly profitable industry).

So what?

Using it

To convince someone to buy a product, let them use it or even borrow it for a while. Find ways of getting it in front of them, whether it is by advertisements, giveaways or whatever. Repeat advertisements, but not too often.

Defending

When you keep seeing something, wonder why. Notice if someone or some organization is presenting that something to you. Decide consciously about what you like.

See also

Friendship, Propinquity Effect, Law of Attraction, Subliminal Messages

References

Zajonc (1968), Sawyer (1981), Miller (1976), Kunst-Wilson and Zajonc (1980)

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Site Menu

| Home | Top | Quick Links | Settings |

Main sections: | Disciplines | Techniques | Principles | Explanations | Theories |

Other sections: | Blog! | Quotes | Guest articles | Analysis | Books | Help |

More pages: | Contact | Caveat | About | Students | Webmasters | Awards | Guestbook | Feedback | Sitemap | Changes |

Settings: | Computer layout | Mobile layout | Small font | Medium font | Large font | Translate |

 

 

Please help and share:

 

Quick links

Disciplines

* Argument
* Brand management
* Change Management
* Coaching
* Communication
* Counseling
* Game Design
* Human Resources
* Job-finding
* Leadership
* Marketing
* Politics
* Propaganda
* Rhetoric
* Negotiation
* Psychoanalysis
* Sales
* Sociology
* Storytelling
* Teaching
* Warfare
* Workplace design

Techniques

* Assertiveness
* Body language
* Change techniques
* Closing techniques
* Conversation
* Confidence tricks
* Conversion
* Creative techniques
* General techniques
* Happiness
* Hypnotism
* Interrogation
* Language
* Listening
* Negotiation tactics
* Objection handling
* Propaganda
* Problem-solving
* Public speaking
* Questioning
* Using repetition
* Resisting persuasion
* Self-development
* Sequential requests
* Storytelling
* Stress Management
* Tipping
* Using humor
* Willpower

Principles

+ Principles

Explanations

* Behaviors
* Beliefs
* Brain stuff
* Conditioning
* Coping Mechanisms
* Critical Theory
* Culture
* Decisions
* Emotions
* Evolution
* Gender
* Games
* Groups
* Habit
* Identity
* Learning
* Meaning
* Memory
* Motivation
* Models
* Needs
* Personality
* Power
* Preferences
* Research
* Relationships
* SIFT Model
* Social Research
* Stress
* Trust
* Values

Theories

* Alphabetic list
* Theory types

And

About
Guest Articles
Blog!
Books
Changes
Contact
Guestbook
Quotes
Students
Webmasters

 

| Home | Top | Menu | Quick Links |

© Changing Works 2002-
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