Emc易倍体育

Kinetic鈥檚 research set out to explore the phenomenon of the Mere Exposure Effect 鈥� a psychological phenomenon by which people tend to develop a preference for things merely because they are familiar with them 鈥� and its impact on advertising, specifically OOH.

With research partner Gorilla in the Room, the team gave 380 people exposure to OOH ads through a VR headset. The virtual environment replicated typical street scenes, featuring incidental ad exposures 鈥� just as they would see in the context of natural street life.

After respondents viewed a pre-determined number of exposures, a Mere Exposure Effect measure was used to identify their preferences towards advertising they had seen.

The results showed the expected 鈥渨ear in鈥� and 鈥渨ear out鈥� curve, showing the optimal number of exposures the drive maximum preference toward brands.

Download Mere Exposure Effect research