The Mere Exposure Effect: Understanding how marketers can optimise emotional responses to OOH ads

Media company Kinetic turned to the Mere Exposure Effect to gain a better understanding of how to apply behavioural cognitive science to today’s advertising industry, and made several discoveries.

In brief

Media company Kinetic had a hypothesis based on how the more familiar we become with something initially, the more we grow to like it, non-consciously. We wanted to understand more deeply how familiarity works from a brand perspective, and its value to advertisers. To put this theory to the test, we conducted research based on the psychological phenomenon the Mere Exposure Effect (MEE) in an advertising setting, to see how marketers can gain better insight to optimise their communications.

The OOH media landscape

For many years, Kinetic delivered media plans referencing reach with little mention of frequency. This...

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