In today’s world, where our lives are as digital as they are physical, we are constantly bombarded with advertisements all around us. Billboards, bus stops and metro train rides practically shout promotions at passersby. On a single subway ride, one might see ads for streaming services, fast food, real estate and skincare—all within the span of a few minutes.
This barrage continues online, where every app and website is filled with ads tailored to catch our eye. If one scrolls through Instagram, they’re likely to see posts from friends followed by an ad for a product they casually searched for days ago. Visit YouTube, and one might need to watch two unskippable ads before their video even begins.
This experience can be attributed to the mere exposure effect. The term, coined by psychologist Robert Zajonc in 1968, states that simply being exposed to something repeatedly makes us prefer it.
When this concept is applied to advertising, it means the more we see a product’s ads, the more likely we are to feel positive about it.
According to Siteefy.com, “market research firm Yankelovich ran a survey of 4,110 people and found out that an average person sees up to 5,000 adverts every day. Today, that number is even higher and the average person sees around 10,000 ads per day, though only a quarter of that or less will be relevant.”
When you consider the volume and inescapability of ads today, this psychological effect can manipulate our preferences on a massive scale.
In an example from uxpressia.com, parents may head straight to the fresh produce section but their children may be drawn to a cereal aisle, influenced by colorful packaging and favorite cartoon characters.
Or Consider McDonald’s golden arches—whether on billboards, social media, or TV commercials—the brand’s visibility is so persistent that you might find yourself craving fries without realizing why.
The personal impact of constant advertising is significant. Researchers have found that when people are presented with too many choices, like in a supermarket aisle filled with endless brands, they are more likely to feel dissatisfied with their final decision.
This phenomenon is called decision fatigue. When faced with so many choices, it can become exhausting to make any decision.
According to Forbes, “by leveraging emotions such as happiness, fear or nostalgia, advertisers can create compelling messages that resonate deeply with the audience.”
This underscores how excessive advertising can further complicate our decision-making process.
Advertisers strategically tap into these emotions to influence consumer behavior. For example, insurance companies often use fear-based marketing, showing worst-case scenarios to push customers toward buying coverage, while brands like Coca-Cola rely on nostalgia and happiness to associate their products with positive memories.
On a broader level, the omnipresence of ads highlights serious societal issues like materialism and economic inequality.
According to fastcapital.com, “this hyper-consumerism can lead to anxiety, depression, and a sense of emptiness, as people struggle to find meaning beyond the pursuit of possessions.”
Addressing the effects of constant advertising requires multiple strategies.
Educating people about the mere exposure effect and how to resist it could also help us reclaim our mental space. Media literacy training workshops and the use of ad-blocking tools could also help reclaim mental space and well-being.
Together, we can cultivate a society that values conscious decision-making and maintains mental autonomy in the face of constant advertising. Embracing these steps will not only enhance our individual lives but also contribute to a healthier, more aware society.
Copy edited by Anijah Franklin
