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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  20 tell the quality of the product.” Cronbach’s reliability alpha of ad diagnosticity was deemed satisfactory at .89. Ad diagnosticity for ads with repetition was calculated by summing and averaging ad diagnosticity ratings for each ad. Results and Analyses Hypothesis 1 suggests that in a competitive ad context, ads with repetition will generate more accurate ad recognition than ads without repetition. ANOVA showed that type of ad repetition had a significant impact on correct ad recognition (F(1, 125) = 29.34, p = .01). Helmert contrast analyses indicated that correct ad recognition in the no repetition condition was significantly different from the combined responses in the two repetition conditions (p = .01). The means were in the expected directions (M no repetition = 1.88, M substantive/cosmetic = 1.96, M cosmetic = 3.82). Therefore, hypothesis 1 was supported. Hypothesis 2 proposes that ad repetition will encourage subjects to take product attributes into account. Responses in the repetition condition were first analyzed. When product beliefs and ad liking were regressed upon brand attitudes, the impact of product beliefs (ß = .39, t = 3.64, p = .01) and ad liking (ß = .35, t = 3.27, p = .01) were both significant. In contrast, when responses in the no repetition condition were analyzed, the impact of ad liking was significant (ß = .62, t = 4.73, p = .01), yet the impact of product beliefs (ß = .23, t = 1.71, p = .10) was not. The findings suggest that ad repetition encouraged subjects to take product beliefs into account when subjects developed product judgments. Therefore, hypothesis 2 was supported. Hypothesis 3a argues that ad repetition will generate more favorable brand attitudes than no ad repetition. Contrary to expectations, ANOVA indicated that type of ad repetition did not have a significant impact on brand attitudes (F(1, 125) = 1.24, p = .29). Even though Helmert contrast analyses indicated that brand attitudes in the no repetition condition were not significantly different from the combined responses in the two repetition conditions (p = .21), the

Authors: Chang, Chingching.
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tell the quality of the product.” Cronbach’s reliability alpha of ad diagnosticity was deemed
satisfactory at .89. Ad diagnosticity for ads with repetition was calculated by summing and
averaging ad diagnosticity ratings for each ad.
Results and Analyses
Hypothesis 1 suggests that in a competitive ad context, ads with repetition will generate
more accurate ad recognition than ads without repetition. ANOVA showed that type of ad
repetition had a significant impact on correct ad recognition (F(1, 125) = 29.34, p = .01).
Helmert contrast analyses indicated that correct ad recognition in the no repetition condition was
significantly different from the combined responses in the two repetition conditions (p = .01).
The means were in the expected directions (M
no repetition
= 1.88, M
substantive/cosmetic
= 1.96, M
cosmetic
= 3.82). Therefore, hypothesis 1 was supported.
Hypothesis 2 proposes that ad repetition will encourage subjects to take product attributes
into account. Responses in the repetition condition were first analyzed. When product beliefs
and ad liking were regressed upon brand attitudes, the impact of product beliefs (ß = .39, t = 3.64,
p = .01) and ad liking (ß = .35, t = 3.27, p = .01) were both significant. In contrast, when
responses in the no repetition condition were analyzed, the impact of ad liking was significant (ß
= .62, t = 4.73, p = .01), yet the impact of product beliefs (ß = .23, t = 1.71, p = .10) was not.
The findings suggest that ad repetition encouraged subjects to take product beliefs into account
when subjects developed product judgments. Therefore, hypothesis 2 was supported.
Hypothesis 3a argues that ad repetition will generate more favorable brand attitudes than no
ad repetition. Contrary to expectations, ANOVA indicated that type of ad repetition did not
have a significant impact on brand attitudes (F(1, 125) = 1.24, p = .29). Even though Helmert
contrast analyses indicated that brand attitudes in the no repetition condition were not
significantly different from the combined responses in the two repetition conditions (p = .21), the


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