People can get used to minor irritation! This psychological phenomenon is habituation—our brain’s ability to tune out repetitive, low-level stimuli over time. Let’s break it down and explore how marketers cleverly use this to their advantage.
🧠 What Is Habituation?
- Definition:
Habituation is a form of non-associative learning where repeated exposure to a stimulus leads to a decreased response. In other words, we stop noticing things that don’t change or pose a threat. - Examples:
- City noise fades into the background.
- A strong perfume becomes unnoticeable after a few minutes.
- Pop-up notifications lose their urgency over time.
📈 Marketing Applications of Habituation
1. Ad Placement & Repetition
- Banner blindness: Users ignore repetitive ad placements (e.g., top-right corner of websites).
- Solution: Rotate ad formats, colors, or positions to re-engage attention.
2. Subscription Nudges
- Minor annoyances like frequent “trial ending soon” emails can push users to act—but only if timed carefully before habituation sets in.
3. Freemium Limitations
- Free apps often include small friction points (e.g., limited features, occasional ads). Users tolerate these at first, but over time, habituation makes them less disruptive—until a premium upsell feels justified.
4. Ambient Branding
- Background music, scents, or subtle logos in retail spaces create familiarity. Customers may not consciously notice them, but they build brand comfort through repeated exposure.
5. Push Notifications
- Brands use habituation strategically:
- Initial phase: Frequent alerts to build engagement.
- Later phase: Reduce frequency to avoid total desensitization.
6. Price Anchoring
- Repeated exposure to a “high” price makes it feel normal. Later discounts then feel more compelling—even if the actual value hasn’t changed.
⚠️ Marketing Pitfalls to Avoid
- Overexposure: Too much repetition leads to complete disengagement.
- Negative habituation: If the irritation is too strong (e.g., loud autoplay videos), users may abandon the brand entirely.
🧪 Bonus: Habituation vs. Sensitization
| Concept | Response Over Time | Marketing Use Case |
|---|---|---|
| Habituation | Decreases | Background music, banner ads |
| Sensitization | Increases | Urgent alerts, countdown timers |