Recency theory suggests that it takes three encounters with a message before a viewer will notice and recall it.

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Recency theory, also known as the recency effect, suggests that individuals are more likely to remember the most recently presented information or experiences. The "three encounters" concept is more closely related to the Rule of Seven in marketing, which suggests a consumer needs to see a message at least seven times before they take action.

Recency Theory Suggests That It Takes Three Encounters with a Message