Why do we choose what we choose? From colours that catch our eye to the framing of a message, there are countless stimuli competing for our attention. But one lesser-known factor also plays a significant role in shaping our preferences: the mere exposure effect. This psychological phenomenon suggests that repeated exposure to something - even without conscious awareness - can lead to a more favourable perception of it. For advertisers, this effect holds enormous potential, particularly in the realm of out-of-home (OOH) advertising, where brief and repeated exposures can create lasting impressions. OOH ads are strategically placed in high-traffic areas, ensuring repeated exposure as consumers go about their daily routines. This passive reinforcement increases brand recognition and recall.
Subconscious processing and the power of familiarity
Popularised by Robert Zajonc’s groundbreaking 1968 study, the Mere Exposure Effect reveals that familiarity breeds preference. People are naturally drawn to things they’ve encountered before, even if those encounters were fleeting or subconscious (1). Humans process far more information than we realise. While the brain’s conscious awareness is limited to what we actively focus on, the subconscious is constantly absorbing, storing, and processing visual stimuli. Importantly, much of what we’re exposed to is stored in memory, even if we can’t consciously retrieve it.
The mere exposure effect uses this mechanism by subtly building familiarity and trust. Repeated encounters of billboards encounters can build strong subconscious associations. By the time a consumer is ready to make a purchasing decision, the product or brand they’ve seen repeatedly feels familiar, reliable, and trustworthy—even if they can’t recall exactly where they’ve seen it (2).
The preference for familiar things can be traced back to our evolutionary roots. Humans are naturally risk-averse; new or unfamiliar stimuli can feel dangerous, while familiarity signals safety and reliability. This instinct plays a crucial role in consumer behaviour: when faced with a choice between two comparable brands, the one a consumer has been repeatedly exposed to often feels like the safer, better option (1).
Applications in OOH advertising
OOH advertising leverages the mere exposure effect. By using bold visuals, vibrant colours, and minimal text, these ads effectively capture attention in various environments, from bustling city streets to daily commutes. Whether consumers engage with them momentarily or repeatedly, OOH advertising reinforces brand recognition and influences consumer behaviour.
With OOH being the only medium to reach over 90% of the UK population, this approach proves to be one of the most effective ways to engage consumers (7,9). Its presence in public spaces ensures continuous visibility, fostering familiarity and trust. The repeated exposure also strengthens consumer connections with brands, making OOH a powerful tool for long-term brand building.
A compelling demonstration of the mere exposure effect was observed in an experiment where participants were subtly exposed to a visual during a task. Later, when asked about the product in the visual, they had no conscious recollection of seeing it - yet they rated it more favourably than similar alternatives (2). This experiment highlights how subconscious exposure shapes preferences and influences consumer perceptions. Similarly, OOH advertising benefits from this psychological effect, reinforcing brand awareness and ultimately driving engagement, perception, and sales.
Beyond subconscious influence, OOH also drives direct consumer action. Research from Beeyond Media found that 80% of respondents have researched a company or product after seeing an OOH ad, demonstrating its effectiveness in generating interest and encouraging consumer engagement (8).
Conclusion
The mere exposure effect demonstrates the remarkable power of repeated, subconscious exposure to shape consumer preferences. In the world of OOH advertising, where messages must be communicated quickly and effectively, this psychological principle offers a clear advantage. By leveraging subconscious processing and the human preference for familiarity, brands can create lasting impressions that guide purchasing decisions.
Source:
- Attitudinal effects of mere exposure.
- https://builtin.com/articles/mere-exposure-effect
- https://www.jstor.org/stable/10.1086/513050?seq=1
- The Power of Habit (Charles Duhigg)
- https://www.sciencedirect.com/science/article/abs/pii/S1057740810001312
- https://www.jstor.org/stable/10.1086/513050?seq=1
- ROUTE
- Beeyond
- IPA Touchpoints 2024