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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  19 three-item seven-point Likert scale. The three items were adopted from Zhang (1996). They were: "probably," "likely" and "possibly." Cronbach’s reliability alpha for this scale was deemed satisfactory at .95. Ad Liking Subjects rated their liking of each ad on a five-item seven-point Likert scale. The five items were adopted from Madden, Allen, & Twible (1988) and Mitchell and Olson (1981). The items were: “interesting,” “good,” “likable,” “favorable” and “pleasant.” Cronbach’s reliability alpha of ad liking was deemed satisfactory at .94. Ad liking for ads with repetition was calculated by summing and averaging ad liking for each ad. Ad Entertainment Subjects rated ad entertainment on a four-item seven-point Likert scale. The four items were adopted from Aaker and Bruzzone (1981, see also Aaker & Norris, 1982; Aaker & Stayman, 1990). The items were: “imaginative,” “clever,” “original” and “amusing.” Cronbach’s reliability alpha of ad entertainment was deemed satisfactory at .92. Ad entertainment for ads with repetition was calculated by summing and averaging ad entertainment ratings for each ad. Ad Informativeness Subjects rated ad informativeness on a two-item seven-point Likert scale. The two items were: “the ad is informative,” and “the ad provides information that I do not know.” The correlation of the two items was significant (Pearson’s R = .85, p = .01). Ad informativeness for ads with repetition was calculated by summing and averaging ad informativeness ratings for each ad. Ad Diagnosticity Subjects rated ad diagnosticity on a three-item seven-point Likert scale. The three items were: “the ad is diagnostic,” “the ad makes me confident of my choice,” and “the ad helps me

Authors: Chang, Chingching.
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19
three-item seven-point Likert scale. The three items were adopted from Zhang (1996). They
were: "probably," "likely" and "possibly." Cronbach’s reliability alpha for this scale was
deemed satisfactory at .95.
Ad Liking
Subjects rated their liking of each ad on a five-item seven-point Likert scale. The five
items were adopted from Madden, Allen, & Twible (1988) and Mitchell and Olson (1981). The
items were: “interesting,” “good,” “likable,” “favorable” and “pleasant.” Cronbach’s reliability
alpha of ad liking was deemed satisfactory at .94. Ad liking for ads with repetition was
calculated by summing and averaging ad liking for each ad.
Ad Entertainment
Subjects rated ad entertainment on a four-item seven-point Likert scale. The four items
were adopted from Aaker and Bruzzone (1981, see also Aaker & Norris, 1982; Aaker & Stayman,
1990). The items were: “imaginative,” “clever,” “original” and “amusing.” Cronbach’s
reliability alpha of ad entertainment was deemed satisfactory at .92. Ad entertainment for ads
with repetition was calculated by summing and averaging ad entertainment ratings for each ad.
Ad Informativeness
Subjects rated ad informativeness on a two-item seven-point Likert scale. The two items
were: “the ad is informative,” and “the ad provides information that I do not know.” The
correlation of the two items was significant (Pearson’s R = .85, p = .01). Ad informativeness
for ads with repetition was calculated by summing and averaging ad informativeness ratings for
each ad.
Ad Diagnosticity
Subjects rated ad diagnosticity on a three-item seven-point Likert scale. The three items
were: “the ad is diagnostic,” “the ad makes me confident of my choice,” and “the ad helps me


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