Why Familiar Brands Always Win : The Secret Power of the Mere Exposure Effect Estimated Read Time :- 7 minutes Word Count :- 1, 520 words Have you ever wondered why you suddenly start liking a brand you never paid attention to before — just because you see it everywhere? From billboards to YouTube ads to your Instagram feed, repetition quietly builds trust in your mind. This invisible psychological trigger is called the Mere Exposure Effect — a principle that proves familiarity breeds preference . What Is the Mere Exposure Effect? The mere exposure effect, discovered by psychologist Robert Zajonc in 1968, suggests that people tend to develop a preference for things merely because they are familiar with them. The more we see something, the safer and more likable it feels. It’s a subconscious mechanism rooted in our evolutionary psychology — our brains associate repetition with safety and trust. This is why brands spend millions not just to sell, but to st...
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Product life cycle
Have you ever listened about product saturation or maturity stage of the product ? little bit confused by this term , right! . Product life cycle means the stages which a product goes through from the launch to eventually removed out of the market , Mainly this helps a marketer and founder to understand about the preferences of the market
So to understand perfectly, I had took one example ( iphone ) as a whole . Let's dive into the topic
1. Introduction Stage:-
About the stage :-
The Introduction Stage is marked by high development costs, heavy marketing expenditure, and an uncertain market response. Companies focus on market creation, product differentiation, and building initial traction.In 2007, Steve Jobs introduced the first iPhone, calling it a "revolutionary and magical product." At this stage, Apple faced skepticism—could a phone without a physical keyboard succeed? The device was expensive, unfamiliar, and targeted primarily at tech enthusiasts. Apple invested heavily in creating awareness, highlighting the iPhone’s touchscreen interface and internet capabilities. Despite modest initial sales, the iPhone set the stage for a paradigm shift in mobile technology.
2. Growth Stage:-
About the stage :-
The Growth Stage sees a surge in sales, increased market acceptance, and growing competition. Companies prioritize scaling production, improving features, and expanding market reach.
Mass Adoption and Market Domination (2008–2014)
With the launch of the iPhone 3G in 2008 and subsequent models like the iPhone 4 and 5, Apple entered its growth phase. The introduction of the App Store transformed the iPhone from a mere device into an entire ecosystem. Sales skyrocketed as more users adopted smartphones for communication, entertainment, and productivity. Competitors like Samsung and Google entered the market, but Apple retained its edge through product innovation, aggressive marketing campaigns, and ecosystem integration.
3. Maturity Stage:-
About the stage :-
The Maturity Stage is defined by market saturation, slower sales growth, and intensified competition. Companies shift focus to customer retention, incremental improvements, and ecosystem services.
Market Saturation and Incremental Innovation (2015)
By the time the iPhone 6 and 7 launched, the smartphone market had matured. Most consumers already owned smartphones, and upgrading became less frequent. Apple faced saturation in key markets like the U.S. and Europe. Instead of radical hardware changes, Apple focused on refinements—better cameras, enhanced software, and ecosystem services like iCloud, Apple Music, and Apple Pay. The iPhone became less about the device and more about the experience and integration within Apple’s ecosystem.
4. Decline Stage:-
About the stage :-
The Decline Stage sees a drop in sales, reduced profitability, and shifting consumer preferences. Companies must decide whether to redefine, phase out, or reinvent the product.
Navigating Market Fatigue
While the iPhone hasn’t fully entered its decline phase, signs of market fatigue are visible. Global smartphone sales have plateaued, and the upgrade cycles are slowing down. Emerging technologies like foldable phones, augmented reality devices, and AI integration pose challenges to Apple’s dominance. However, Apple has proactively countered this through diversification—relying on services revenue, wearables (Apple Watch, AirPods), and emerging technologies to sustain long-term growth.
The iPhone’s journey through the Product Life Cycle is a testament to Apple’s strategic brilliance. From its groundbreaking launch to market dominance and ongoing adaptation, it remains one of the most iconic examples of how a product can not only survive but thrive across every stage of the cycle.
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