Justin is in charge of promoting a product that most of his customers perceive as a low-involvement product. He created a TV ad and aired it over and over. His colleague Beth questioned his strategy, saying that the repetition would create a negative reaction to the product. According to the mere exposure phenomenon, Beth is likely to be proven wrong.

Question

Quizplus · Accepted Answer

The mere exposure phenomenon suggests that repeated exposure to a stimulus can increase liking for it, even if people do not have any strong feelings about it initially. Therefore, Justin's strategy of repeated TV ads for a low-involvement product could potentially increase customers' liking for the product, rather than creating a negative reaction as Beth predicted.

Justin Is in Charge of Promoting a Product That Most