Question

Which of the following statements is true?

A)Repeating a credible message two or three times is probably more influential than repeating it six or seven times.

B)Repeating a credible message six or seven times is probably more influential than repeating it two or three times.

C)Repeating a weak message six or seven times is probably more influential than repeating it two or three times.

D)Repeating a weak message two or three times is probably more influential than repeating it six or seven times.

Answer 1

Repeating a credible message six or seven times is probably more influential than repeating it two or three times.

Marketing experts like to debate the “right ways” to calculate effective frequency. Some say repeating a message three times will work, while many believe the “Rule of 7” applies. There was a study from Microsoft investigating the optimal number of exposures required for audio messages. They concluded between 6 and 20 was best.

Studies suggest that repeated statements are perceived as more truthful than statements made less frequently, “presumably because repetition imbues the statement with familiarity.” In simple terms: frequency breeds familiarity, and familiarity breed trust.

Similarly studies show that repeated exposure to an opinion makes people believe the opinion is more prevalent, even if the source of that opinion is only a single person.

So not only do consumers remember a statement that gets repeated, they are more likely to believe it, and think it is the popular opinon.