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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  17 them could correctly specify the purpose of the study. After the subjects finished, the coordinator conducted a short debriefing. Independent Variables Number of Featured Attributes. A pretest (N = 20) asked subjects, in an open-ended question, the attributes they would take into consideration when they purchased a pair of sneakers. Their responses were coded and ranked. The four attributes ranked at the top were selected. They were: comfortable fit, durability, lightweight and breathability. The condition that featured two product attributes only contained comfortable fit and lightweight. The condition that featured four product attributes included all four. Type of Repetition Type of repetition contained three levels: no repetition, repetition with substantive/cosmetic variation, repetition with cosmetic variation. For the no repetition condition, both the Nike ad and the Sperry ad were shown only once. The Sperry ad either featured two product attributes or four product attributes. For the repetition with substantive/cosmetic variation condition, the two Sperry ads featured different visuals and different product attributes. Specifically, for the two-attribute condition, the first ad highlighted the first attribute and the second ad emphasized the second attribute. The cosmetic characteristics of the two ads also varied. For the four-attribute condition, each ad featured two of the four attributes. The first ad highlighted the first two attributes and the second ad emphasized the last two attributes. Similarly, the same two visuals used for the Sperry ads in the two-attribute condition were employed in the four-attribute condition to reduce the confounding influence of visual differences across the two conditions.

Authors: Chang, Chingching.
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them could correctly specify the purpose of the study. After the subjects finished, the
coordinator conducted a short debriefing.
Independent Variables
Number of Featured Attributes.
A pretest (N = 20) asked subjects, in an open-ended question, the attributes they would take
into consideration when they purchased a pair of sneakers. Their responses were coded and
ranked. The four attributes ranked at the top were selected. They were: comfortable fit,
durability, lightweight and breathability. The condition that featured two product attributes only
contained comfortable fit and lightweight. The condition that featured four product attributes
included all four.
Type of Repetition
Type of repetition contained three levels: no repetition, repetition with substantive/cosmetic
variation, repetition with cosmetic variation. For the no repetition condition, both the Nike ad
and the Sperry ad were shown only once. The Sperry ad either featured two product attributes
or four product attributes.
For the repetition with substantive/cosmetic variation condition, the two Sperry ads featured
different visuals and different product attributes. Specifically, for the two-attribute condition,
the first ad highlighted the first attribute and the second ad emphasized the second attribute.
The cosmetic characteristics of the two ads also varied. For the four-attribute condition, each
ad featured two of the four attributes. The first ad highlighted the first two attributes and the
second ad emphasized the last two attributes. Similarly, the same two visuals used for the
Sperry ads in the two-attribute condition were employed in the four-attribute condition to reduce
the confounding influence of visual differences across the two conditions.


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