The Mere-Exposure Effect describes the phenomenon that people tend to evaluate something more positively the more often they are confronted with it – even if they perceive it unconsciously. Repeated exposure makes an object, person or idea appear more familiar, which in turn increases the preference for that element. This happens regardless of whether there is a conscious engagement with the stimulus.

Origin

  • Zajonc, R. B. (1968). Attitudinal Effects of Mere Exposure. Journal of Personality and Social Psychology, 9(2), 1–27.
  • Bornstein, R. F. (1989). Exposure and Affect: Overview and Meta-Analysis of Research, 1968–1987. Psychological Bulletin, 106(2), 265–289.

Application in UX and UI design

The Mere-Exposure Effect is an important strategy in UX and UI design, particularly in the areas of branding, user engagement, and conversion optimization. By repeatedly exposing users to certain design elements, brands, or features, their familiarity increases and thus the probability of positive evaluation and use.

Strategies for using the Mere-Exposure Effect in UX design:

  • Consistent branding: recurring design elements such as colors, logos, fonts or UI patterns strengthen brand perception and increase trust in a platform.
  • Repetition of UI elements: Repeated placement of important Call-to-Actions (CTA) or menu structures in the same positions helps users to learn how to use them intuitively faster.
  • Retargeting & personalization: Recurring ads or product recommendations based on previous interactions use the Mere-Exposure Effect to influence purchasing decisions.
  • Gamification & Engagement Mechanisms: repeated interactions (e.g. daily app use or recurring challenges) increase emotional attachment to a product.

Practical examples of the Mere-Exposure Effect

  • Social media feeds: Platforms like Instagram or TikTok deliberately repeat content from accounts with which users have interacted in order to increase their familiarity with and attachment to certain profiles or topics.
  • E-commerce & product recommendations: Shops like Amazon or Zalando repeatedly show products that have already been viewed to increase the likelihood of a purchase.
  • User onboarding & microlearning: Repeated small learning steps in apps like Duolingo or Notion ensure that users get used to new functions more quickly.

Limitations & criticism

Although the Mere-Exposure Effect is effective, there are limits:

  • Too much repetition can have a negative effect: Excessive exposure can lead to reactance ("banner blindness" or advertising fatigue).
  • Context is crucial: the effect works better if the context is also perceived as positive.
  • Negative experiences are also intensified by repetition: if the evaluation at first contact is extremely negative, repeated exposure will increase the aversion.
  • Unobtrusive placements are more effective than aggressive repetition, which can be perceived as annoying and may have the opposite effect.

By consciously and strategically using the mere exposure effect, UX designers can intuitively design user experiences, build brand loyalty and increase the interaction rate without overwhelming users with excessive repetition.

Impact on the User Experience

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Further information