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◎ Consumer psychology

Marketing fatigue

마케팅 피로

Repetition, poor timing, and irrelevant offers make messages easier to ignore.

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html
<div class="fatigue"><div class="heading">MESSAGE SEQUENCE <b id="state">DUPLICATED</b></div><div class="msgs"><span id="m1">SALE NOW</span><span id="m2">SALE NOW</span><span id="m3">SALE NOW</span></div><div class="attention">ATTENTION <i><b id="level"></b></i></div></div>
css
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js
const board=document.querySelector('.fatigue');const state=document.querySelector('#state');const m2=document.querySelector('#m2');const m3=document.querySelector('#m3');function flip(){const on=board.classList.toggle('coordinated');state.textContent=on?'COORDINATED':'DUPLICATED';m2.textContent=on?'HOW IT WORKS':'SALE NOW';m3.textContent=on?'ONLY IF USEFUL':'SALE NOW'}setTimeout(flip,550);setInterval(flip,1900);
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Mere-exposure effect단순 노출 효과

Repeated encounters can make an unfamiliar item feel more familiar.

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AI delegation trust boundaryAI 위임의 신뢰 경계

Shoppers may use AI for research while hesitating to delegate a purchase.

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Anchoring effect앵커링 효과

The first number people see becomes a reference point for the next price.

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Loss aversion손실 회피

A possible loss can weigh more heavily than an equal gain.

Marketing fatigue is the disengagement that follows repeated messages that do not help the customer. Optimove's 2026 study emphasizes relevance, timing, and coordination across channels over a simple count of sends.

The demo changes three duplicate offers into a contextual sequence. Its attention indicator falls with repetition and recovers with coordination; it is not an observed response rate.

Sending less by default is not a complete answer. Use behavior and preferences to suppress irrelevant messages and avoid duplicate outreach across channels.

When to use

Use it to review relevance, timing, and duplication before adjusting raw send frequency.

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