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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  14 to situations in which they are exposed to cosmetically varied ad messages. Haugtvedt, et al’s findings suggest that the effectiveness of variation strategies may vary depending on which effectiveness measures are being considered. As argued earlier for hypothesis five, ads with substantive/cosmetic variation may be less effective in terms of generating correct ad recognition than ads with cosmetic variation. However, this study suggests that, in terms of attitudes toward the ad campaign in general, the substantive/cosmetic variation strategy may be more effective than the cosmetic variation strategy. As explained earlier, ads with cosmetic variations feature the same attribute content but different cosmetic characteristics. In comparison, ads with substantive/cosmetic variations differ across ad attribute content and ad execution. That is, neither the content nor the execution is being repeated. Therefore, this study hypothesizes that, in comparison to cosmetic variation, repetition with substantive/cosmetic variation is more likely to rekindle a sense of interest, given that neither ad content nor ad executions is repeated. The onset of tedium will then be delayed due to changes in both ad content and ad execution. Aaker and Stayman (1990) have proposed that ad perceivers’ perceptions of advertising fall into different categories, such as “entertaining,” “informative,” “irritating,” “dull,” “warm,” “lively,” “familiar,” “believable” and “confusing.” Some categories seem to capture the affective dimensions of ad perceptions, whereas others reflect the cognitive dimensions of ad perceptions. Therefore, this study will distinguish the impacts of different variation strategies on the affective and cognitive dimensions of ad perceptions. Specifically, this study argues that the superior effects of the substantive/cosmetic variation strategy over the cosmetic variation strategy will be mainly limited to affective dimensions, such as ad liking and ad entertainment. In clear contrast, the superiority of the substantive/cosmetic strategy will not emerge when the cognitive dimensions of ad perceptions are concerned, such as ad informativeness and ad

Authors: Chang, Chingching.
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to situations in which they are exposed to cosmetically varied ad messages. Haugtvedt, et al’s
findings suggest that the effectiveness of variation strategies may vary depending on which
effectiveness measures are being considered.
As argued earlier for hypothesis five, ads with substantive/cosmetic variation may be less
effective in terms of generating correct ad recognition than ads with cosmetic variation.
However, this study suggests that, in terms of attitudes toward the ad campaign in general, the
substantive/cosmetic variation strategy may be more effective than the cosmetic variation
strategy. As explained earlier, ads with cosmetic variations feature the same attribute content
but different cosmetic characteristics. In comparison, ads with substantive/cosmetic variations
differ across ad attribute content and ad execution. That is, neither the content nor the
execution is being repeated. Therefore, this study hypothesizes that, in comparison to cosmetic
variation, repetition with substantive/cosmetic variation is more likely to rekindle a sense of
interest, given that neither ad content nor ad executions is repeated. The onset of tedium will
then be delayed due to changes in both ad content and ad execution.
Aaker and Stayman (1990) have proposed that ad perceivers’ perceptions of advertising fall
into different categories, such as “entertaining,” “informative,” “irritating,” “dull,” “warm,”
“lively,” “familiar,” “believable” and “confusing.” Some categories seem to capture the
affective dimensions of ad perceptions, whereas others reflect the cognitive dimensions of ad
perceptions. Therefore, this study will distinguish the impacts of different variation strategies
on the affective and cognitive dimensions of ad perceptions. Specifically, this study argues that
the superior effects of the substantive/cosmetic variation strategy over the cosmetic variation
strategy will be mainly limited to affective dimensions, such as ad liking and ad entertainment.
In clear contrast, the superiority of the substantive/cosmetic strategy will not emerge when the
cognitive dimensions of ad perceptions are concerned, such as ad informativeness and ad


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