1) Repeated and consistent exposure to a brand through various media platforms can lead to increased familiarity and preference for that brand due to the mere-exposure effect. Factors like visual branding elements, brand name, age during initial exposure, and positive experiences influence this process. 2) Brand loyalty develops from an enjoyable initial introduction to the brand's culture, continuous reinforcement of its message, and intangible rewards for buying into the brand. 3) While research supports mere-exposure influencing brand loyalty, individual variability and new technologies mean more study is needed to understand branding in today's environment.

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Mere Exposure and Brand Identity:
How Continuous Exposure and Other Factors
Lead to Formation of Brand Familiarity and Preference
Roy Mikolaj Jr.
July 17, 2016
CMST 4899 Senior Project

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Abstract
This literature review seeks to determine what connection, if any, there is between
consumer loyalty toward a particular brand, and the familiarity that individual has with the
brand, otherwise known as the mere-exposure effect. Both qualitative and quantitative
research has been examined in an attempt to determine what factors can potentially affect
continued patronage and loyalty to a brand, including (though not limited to) age of an
individual at time of initial exposure to the brand, consistency of exposure, brand imagery,
brand message, positive or negative valence toward a brand’s message, imagery, and culture.
Furthermore, this review aims to utilize that information to develop an understanding of to
properly communicate that message in a way that allows the media consumer to familiarize
and thus form loyalty to the brand’s identity and culture.
Keywords: brand, branding, mere-exposure, valence, identity, familiarity, initial
exposure, advertising, media, visual communication
Introduction
In an age of constant media engagement, it is not uncommon to experience an overload
of information. This is particularly true for branded material and advertising media. Often
undetected, a relentless bombardment of branded messages fights for the time, attention, and
ultimately, dollars of the public. From something as blatant as the commercials interrupting the
crucial moment of a riveting television program to the much subtler blog post that seems to
exist merely to inform until further examination reveals that it was merely branded content
produced by a large corporation, branding is everywhere.
As such, it is equally important both for the savvy marketer and the conscious consumer
to understand why it is that people tend to gravitate toward certain brands and not others.
What driving force is behind the decision of a consumer to pledge continued allegiance to one
brand over another has been the subject of countless surveys and studies. A significant amount
of published material suggests that loyalty toward a particular brand can possibly be attributed

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to the mere-exposure effect, also sometimes referred to as the familiarity principle. The mere-
exposure effect is the circumstance in which an individual develops a preference or liking for
something or someone (in this case, a brand) due to familiarity that comes from repeated
interactions with or exposure to said entity (Zajonc, 1968). The articles examined herein have
made an attempt, through both qualitative and quantitative research, to determine just how
impactful the mere-exposure effect is in determining loyalty toward a particular brand, as well
as what determinants come into play during to adequately introduce that brand into the mind
of the consumer.
To say that identifying the factors that play a role in determining brand loyalty is
significant would be an understatement. Brands both large and small rely on extensive research
to determine how to properly allocate limited resources to optimize their ability to resonate
with the targeted audience. When resources are optimized and the strategy implemented is
able to make the most significant impact, the brand is most likely to resonate with the
consumer, and therefore allow the greatest potential to familiarize people with the brand.
The following articles examine factors that play a role in how well a brand’s intended
message resonates with its audience, and whether or not continued exposure to this
communication can lead to brand liking and then loyalty. These factors include the elements of
its sensory appeal, including visual media (logo design, print and web design, aesthetically
pleasing portrayal of brand identity) and valence of its name (the initial reaction one has to a
brand name and their draw toward the brand culture based off of this brief interaction).
Additional factors include the process by which that loyalty is formed (age during exposure,
frequency and consistency of exposure, and how the user’s interactions with the brand affect
their attitude toward it), and the effects of the communication of that brand strategy (attitude
of the consumer, and how additional options presented to the consumer can affect choice).
Literature Review
Elements of Branding

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There is a reason logos are designed to be simple but easily recognizable. Initial
exposure to branded materials, as is the case with most media, is fleeting. As previously stated,
there are endless messages that are directed toward the public day in and day out. To stand
out, primary contact must be concise, yet appealing. (Pracejus, 1995). Some of the most
successful brands on Earth have logos that are iconic and instantly recognizable, such as Apple
Inc. and Nike. This simple iconography has been shown to be more effective in developing a
sense of familiarity than convoluted or busier logos, according to findings by R.B. Zajonc (as
cited in Pracejus, 1995). The probability of that brand having staying power in the mind of the
consumer is only increased when it is communicated across several media platforms (MacInnis,
Shapiro, and Mani 1999). Thus, the effectiveness of a multimedia campaign can be supported,
as long as the branding items remain consistent to allow for the connection to be made in the
mind of the consumer.
Going beyond the visual components, the name of a brand can itself have a significant
impact on initial exposure and the likelihood of formation of familiarity with the brand. If
standing out in the minds of consumers from the primary contact is crucial to initiating the
process of mere-exposure, one might assume that the brand name should be designed to stand
out as much as possible. A word one may not typically think of as pleasant or appealing in a
brand name (ex. Death Wish Coffee) would likely be more memorable, and as such, have a
greater chance of becoming familiar to the consumer by this logic. However, that is not
necessarily true. While initial arousal, or interest was high when an item with an unlikely name
was presented to respondents, valence was generally negative, and the probability of forming
brand loyalty decreased (Estes, Gibbert, and Mazursky 2016).
It can be inferred from these findings that the visual components and design of a user’s
experience with a brand is crucial in the process of mere-exposure, especially when initially
exposing an individual to the brand. The question must then be asked: At what point should
that introduction to the brand take place? That is the issue that will be further discussed in the
next section.
Formative Process of Loyalty

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As previously stated, familiarity and liking of a brand comes from repeated exposure
with positive valence to that brand (Zajonc, 1968). This is especially true if one is introduced to
a brand during adolescence, because it is during those formative years that increased
development allow for brand loyalty to begin to develop (Moschis, Moore, and Stanley 1984).
However, as the child gets older and grows into their teenage years, social factors will come to
play a larger role in brand development, as the individual begins to seek acceptance from peers
(Moschis, et all 1984). For example, one may consider a girl who perhaps once played with
action figures specifically marketed to boys no longer doing so because she seeks to be
accepted by her peers, who (as an unfortunate side effect of societal gender roles) would
perhaps view that as abnormal.
Repeated, continuous exposure to branded stimuli is likely to result in familiarity with a
brand, provided the experiences are positive (Pracejus, 1995). Interaction with the product or
brand across several media platforms can also significantly impact the likelihood of familiarity
developing (MacInnis, et all 1999), so it can be hypothesized that large brands that have the
resources to release branded material across several platforms, such as the web, television, and
printed advertisements, would stand the best chance of staying relevant in the mind of their
audience. So, even when aggressively targeted in marketing campaigns by several other brands,
some individuals remain consistent in their preference for one in a particular market. What it is
that would make one show allegiance or even devotion to one brand, even when competitors
have similar or sometimes better offerings brings us to another area of branding to consider.
Effects of Branding
Loyalty toward a brand means more than just purchasing a product from a particular
company. It is a statement, a pledge of allegiance to that brand’s culture. A corporate or brand
identity is formed from extensive research and the development of that identity, and then
carefully cultivated through communication of the brand’s fundamental values. Oftentimes an
individual will buy into a brand not necessarily due to the quality of the product itself, but the
stigma and culture attached to it (Pracejus, 1995).
For example, if a person wishes to be seen as successful by those around them, they
may purchase a luxury car from a prestigious company, such as BMW or Mercedes Benz. That

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desire to be a part of that high-end culture may outweigh other buying decisions, such as price
and functionality. Continued exposure to branding messages, such as commercials or print ads
repeatedly reinforce the message that the purchase of that product will bring the consumer
into an elevated social status, and that would be the real selling point on the car. Moving up the
social ladder and accumulating wealth are messages that have been sent to most Americans
from an early age, and that continued exposure can play a significant role in purchase decision
and brand loyalty (Pracejus, 1995). Someone who may not have known the prestige and
exclusivity of those brands would likely not purchase one, assuming they are making purchase
decisions based entirely on rationality. If they were unaware of the culture of those brands, and
wanted a car with features A, B, and C, one can assume that they would purchase a car from
another brand that offers those features at a lesser cost.
Summary
It can be concluded, based on the articles cited in this review, that the process of
effectively establishing brand familiarity can be broken down into three steps.
1. Present the consumer with an aesthetically appealing and enjoyable product or
experience that introduces them to the culture of the brand.
2. Continuously and consistently maintain media output to reinforce this brand
message, and ensure that the consumer’s interactions and experience are as
enjoyable and memorable as possible.
3. Continuously reward the consumer with intangible, yet powerful benefits of buying
into the brand.
Of course, while it is simple to suggest that a brand simply go out and achieve these tasks, the
amount of research, planning, and flawless execution that go into establishing a top-tier brand
means that a simple three-step summation is just that.
Limitations and Future Research

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While significant amounts of research have been conducted on this subject, the primary
drawback of most of these studies is the subjective nature of the topic itself. Limitations within
the individual studies exist and were documented (sample size, outside variables affecting
preference, etc.). While hypotheses can be formed and thorough research conducted to
provide the greatest understanding possible of how people form their preferences for certain
brands, there will always be outliers. Furthermore, as many of these studies are from a time
before smartphones, and some before the internet, they can’t account for the massive impact
this technology has had on branding and marketing. Instant access to information, increased
corporate transparency, and the shift in societal views that come with the introduction of such
technology has entirely changed how people view and interact with brands. As such, it would
be interesting to see what research is published in the coming years as innovation shapes the
ever-changing digital media landscape of 2016.
Conclusion
Continued exposure to a consistent branding message seems to result in an increased
probability of continued brand loyalty to develop, as shown by the research presented in this
review. Brands will continue to form their culture and identity and present it in a way that will
ensure consumers are buying not just their products, but buying into their brand. There are
several factors that determine whether or not a strategy would be successful, but the research
suggests that most of the major brands of today are following a consistent formula.
References
Zajonc, R. B. (1968). Attitudinal Effects Of Mere Exposure. Journal of Personality and
Social Psychology, 9(2, Pt.2), 1-27. doi:10.1037/h0025848
Pracejus, J. W. (1995). Is More Exposure Always Better? Effects of Incidental Exposure to
a Brand Name on Subsequent Processing of Advertising. Association for Consumer Research, 22,
319-322. Retrieved from http://www.acrwebsite.org/volumes/7768/volumes/v22/NA-22

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Moschis, G. P., Moore, R. L., & Stanley, T. J. (1984). An Exploratory Study of Brand
Loyalty Development. Association for Consumer Research, 11, 412-417. Retrieved May 22,
2016, from http://www.acrwebsite.org/volumes/6286/volumes/v11/NA-11
Guest, D., Estes, Z., Gibbert, M., & Mazursky, D. (2016, March 29). Brand Suicide?
Memory and Liking of Negative Brand Names, 11. Retrieved June 1, 2016, from
http://journals.plos.org/plosone/article?id=10.1371/journal.pone.0151628
MacInnis, D., Shapiro S., & Mani, G. (1999),"Enhancing Brand Awareness Through Brand
Symbols", in NA - Advances in Consumer Research Volume 26, eds. Eric J. Arnould and Linda M.
Scott, Provo, UT : Association for Consumer Research, Pages: 601-608. Retrieved May 30 from
http://www.acrwebsite.org/search/view-conference-proceedings.aspx?Id=8328