Exposure Effect

Example: The Apple Logo
Photo source: Own

Figure 7.6.1 shows the Apple stickers

Figure 7.6.2 shows the Apple logo on the packaging and instruction booklet.

Figure 7.6.3 shows a Macbook   

     The exposure effect is whereby frequent exposure to a stimuli will help create a better impression of the stimuli, thus creating a more positive image for stimuli. 

     Apple includes two free stickers of its logo in every of its product sold (shown in Figure 7.6.1). This is a clever marketing step to increase the public's exposure to the company when the stickers are being used. Hence, frequent exposure to the logo will tend to increase the likeability and create a positive perception towards Apple and its products.

     Taking the Apple logo as an example, the logo can also be seen in every aspect of its product, including the packaging and instructions booklet (Figure 7.6.2), indirectly increasing its exposure.

     The logo also has become part of the design for its products as the logo can be seen at the back of every Apple product. In Macbook (Figure 7.6.3), the Apple logo even lights up when the Macbook is in use.  Not only does this improves exposure but it makes the logo more noticeable as well.