Mere exposure effect

A Venn diagram depicting the mere exposure effect. The circle on the left of the chart corresponds to “familiar things.” The circle on the right of the chart corresponds to “unfamiliar things.” These two circles are merely intersecting with each other. On the top of the left circle, another one writes “things we like,” which covers most of the circle on the left.
Mere Exposure Effect Explained

And that’s where your struggle as a “builder” starts. Because:

Your product is new.

People are not familiar with it.

People don’t like it.

Whether you’re pitching your business to investors or customers, or even your family members, they bring counterarguments not because they try to understand but is because they are not familiar with your solution.

  1. Increase exposure: Change exposure from mere to prolonged. Posts, blogs, flyers, display ads, testimonials, remarketing, social marketing, and influencers are ways to increase exposure.
  2. Reduce fear: This doesn’t mean that your product is scary but instead reducing “the fear” before they start using it because they have never used it before. Onboarding power users, enabling sharing, freemiums, free trials, not asking for credit card info at the getgo, clear return policies, ease of connecting with support are some ways to reduce fear.



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Onur Gungor

Onur Gungor

Insurtech entrepreneur. Founder at Allegory App.