Zians’ Law is a theory of the “mere exposure effect” published by American psychologist Robert Zians.
It expresses the human psychology that everyone is a little wary of someone they meet for the first time, but as they have more contact with each other, their wariness gradually disappears and they begin to develop a favorable impression of the other person.
According to the Law of Zians, it is important to simply increase the frequency of contact, and the duration and content of contact are not so relevant.
It can be used in various situations where you want to promote people, goods, and services, such as marketing, sales activities, human relationships, and love.
In this article, we will provide an overview of the Law of Ziance, its advantages and disadvantages, and how to utilize it in marketing.
What is the law of Zianth?
The Law of Zaianth is a psychological effect in which repeated exposure to a person, thing, or service makes you less wary, making it easier for you to develop interest and liking for it.
It was proposed by American psychologist Robert Zaians in 1968, and is also known as the “mere exposure effect” or the “familiarity principle.”
According to the law of Zaianz, it doesn’t matter whether you have interest or goodwill toward a person or thing from the beginning.
People have a tendency to be wary of people or things they don’t know well, or to be more likely to act aggressively.
However, by increasing the number of times the stimulus is “contact” and repeatedly touching it, changes occur in the way a person views and feels about the stimulus.
Even if they are not interested or liked at first, as they gradually get used to the stimulus, they will begin to have a positive view of people and things.
The Law of Zianth is an effect that occurs not only on people and things, but also on various things such as brands, services, advertisements, music, scents, etc.
It can also be used in all kinds of situations, including business situations such as marketing and sales, internal relationships, and love.
Advantages and disadvantages of the law of zians
From here, we will introduce the advantages and disadvantages of the Ziansu law.
Advantages of Zianth’s Law
The simple number of contacts is important for Zianz’s law.
This is because the more often you make contact with the other person’s eyes, the more effective it will be.
Therefore, the length of contact and its content are not so relevant.
It’s a simple method that allows you to get into the other person’s field of view even at a glance and increase the frequency of your contact, so even beginners in marketing or sales or people who are not good at sales pitches have the advantage of being able to use it right away.
Also, the law of Zianth is more effective when used in a concentrated manner over a short period of time rather than over a long period of time.
This means that daily contact, even for just a few minutes, like in TV commercials, is more effective than contact for an hour once a week.
Furthermore, once a person feels goodwill and goodwill, it does not disappear immediately; its effects last. Another benefit is that you can expect great results in a short period of time.
Disadvantages of the law of zians
The Law of Zianth produces effects through repeated contact with people and objects.
However, if the first impression creates a strong dislike, the more you come into contact with it, the stronger the negative impression will become.
In other words, the law of Zianth can backfire.
Therefore, even if you use the Law of Ziance against someone you clearly dislike, it will not be effective, and in fact, the situation will only get worse.
Although it has the advantage of being usable in all situations, you must understand that it may not be appropriate to use it depending on how the other person feels.
How to use Zianz’s law in marketing
Effective tools for utilizing the Law of Ziance in marketing include SNS, email newsletters, TV commercials, and advertisements.
The more opportunities your target audience has to see your message, the more effective it will be, so it’s important to use these tools to communicate repeatedly.
Recently, an increasing number of companies are using SNS such as Twitter and Instagram to disseminate company information.
SNS is effective for marketing because if users follow a company account, information about that company can be repeatedly posted on their timeline.
Users will see new information and deals from companies every time they are posted, which will increase their interest in the company’s products and services.
Also effective are e-mail magazines that send out company information on a regular basis, and step-mails that send preset e-mails for a set period of time.
This is because by seeing messages from the same company over and over again, people develop a favorable impression of that company.
summary
◆The Law of Zaianth is a psychological effect in which by repeatedly touching people or things, one’s wariness fades and one becomes more likely to take an interest in and like them.
◆Zaiance’s law has little to do with the duration of contact or its content, but the simple number and frequency of contact is important. Also, it is more effective to concentrate on short periods of time rather than long periods of time.
◆If the first impression creates a strong aversion, the more you come into contact with it, the stronger the negative impression will become, and the law of Zionce may have the opposite effect.
◆Effective tools for utilizing the Law of Ziance in marketing include SNS, email newsletters, TV commercials, and advertisements.