Mere exposure effect

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Do you have the experience that the image of yourselves in the mirror is more attractive than the image we appear in photographs? That's an example of mere exposure effect. The mere exposure effect is the phenomenon in which repeated exposure to a stimulus makes us more likely to feel favorably toward it. From the example above, as we may see ourselves in the mirror every day, we are more familiar with the image of ourselves in the mirror, so we prefer to see the image in the mirror.
Obviously, the companies always wish to apply the mere exposure effect in their advertisements and it enables the consumer to buy their products more. But the mere exposure effect does not always work on advertisements, sometimes high level of media exposure will let people become unfavorable. The following video is a TV advertisement during Olympics sport competition.
http://www.youtube.com/watch?v=a2dI6dQzqYo
This advertisement just repeats the name of its brand 12 times without anything else. Nearly all the audiences feel boring and disgusting when watched this advertisement. Finally, this advertisement has been banned by the State Administration of Radio Film and Television of China. As it mentioned in textbook, "The more frequently we encounter a stimulus without anything bad happening, the more comfortable we feel in its presence." Because when audience watched the advertisement, they arouse some negative feelings, the repeated exposure cannot make consumer become favorably toward it.
In my respect, novel advertisements which people are unfamiliar with are more attractive and easier to apply the mere exposure effect. And there may exist an ideal level of exposure that nobody become unfavorably toward the advertisement. That's just kind of idealization.

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Nice post overall. Use the link function and add pictures or just imbed your video directly in the post.

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This page contains a single entry by zhao0452 published on November 19, 2011 1:28 AM.

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