ビジネス用心理学
公開日:2017.09.13

単純接触効果で相手の心を掴む

あなたは、最初はなんとも思っていなかった相手が、いつの間にか気になっていた、というような経験はありませんか?
また、何度も見るCMの商品を実際に目にした時に買い物かごに入れてしまったなんてこともありませんか?

これは「単純接触効果」と言われるもので、同じものを目にしたり聞いたりすると、次第に良い感情を抱いていくという心理的な効果です。アメリカの心理学者ロバート・ザイアンスが発表したので「ザイオンス効果」とも言われます。

実際に、CMなどでも露出が多い商品ほど好感度が高く、購買につながりやすいという傾向にあるようです。同じものを何度も見ることで自然と親しみが湧くものなのです。そして、社内恋愛や同じクラス内での恋愛が多いのも、頻繁に会う人に好感度を持つ1つの現象だと言えます。確かに初対面の人や接触頻度が低い人には警戒心があったりするものですが、回数を重ねるごとに警戒心が薄れ、安心感が生まれます。心も開きやすくなりますね。これは、人やものだけでなく、音楽や味に関しても同じような効果があるようです。

 

接触時間よりも接触回数

長時間接触するより、短時間で接触回数が多い方が効果的です。長時間接触することで、嫌な部分が見えてしまったり、変に煩わしい印象を与えてしまい、逆効果となる可能性があります。すべてをさらけ出さずに、どんな人だろう、どんなものだろうと想像させる方が効果的です。その方が気になって接触していない時間も思い出してしまうという効果があることもポイントです。

有名なTouTuberは、短時間でも動画を毎日アップしています。撮影や編集などとても大変だと思いますが、毎日動画配信することでユーザーとの接触頻度を多くしています。ブログやメルマガなども配信頻度は重要だということですね。

 

「単純接触効果」を広告に生かす

Web広告では、むやみやたらに配信するのではなく、一度サイトに訪れたユーザー、興味があると考えられるユーザー、対象となる年齢や性別をセグメントして配信することができるのがメリットです。しかもテキストの視覚効果より、画像の効果の方がインパクトが残り覚えてもらいやすいものです。バナー広告を活用して、購入意欲の高いユーザーとの接触を増やすことで、ユーザーに好感度を与えて購入意欲を高めることができるかもしれません。
その際は、すべてをさらけ出さず、もっと知りたいと思わせることも大事ですね。

 

しつこいのはNG

接触回数が多ければ良いということですが、しつこいと思われては逆効果です。一度サイトに訪れたユーザーに配信する広告を「リマーケティング広告」と言いますが、別名「ストーカー広告」とも言われます。ある程度、好意的な相手からマメに連絡があるのと、嫌いなのに何度も連絡がある、とははっきり言って紙一重です。最初に与える印象も大事だということと、相手の受け止め方により、プラスにもマイナスにも働くとうことですね。元々嫌いなものは接触頻度を高めたところで、好きになるものではありません。嫌いなものは嫌い、接触頻度を高めることでさらに嫌いになる可能性もあるので要注意です。この見極めはとても大事です。

 

単純接触効果をうまく活用してリマーケティング広告やディスプレイ広告で見込客の心を掴みましょう。そして、人間関係を良好にしたい、射止めたい相手がいるなどにこの単純接触効果を意識して活用してみてはいかがでしょうか?その際は自分本位のストーカーにならないようにユーザー目線、相手の気持ちにもなってみましょうね。

 

執筆者:才田 真未 (https://woman.xlab-online.com)

前職はウエディングプランナー。現在は、2人の育児をしながらリスティング広告、Facebook広告などのweb広告運用やセミナーを開催。多角的視点から考える広告運用やマーケティング情報をお届けします。

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