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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  21 means were in the expected directions (M no repetition = 3.87, M substantive/cosmetic = 4.26, M cosmetic = 4.03). Therefore, hypothesis 3a was not supported. Hypothesis 3b suggests that ad repetition will generate higher ratings of brand interest than no ad repetition. ANOVA indicated that type of ad repetition had a significant impact on brand interest ratings (F(1, 125) = 3.24, p = .03). Helmert contrast analyses indicated that brand interest ratings in the no repetition condition were significantly different from the combined brand interest ratings in the two repetition conditions (p = .04) and the means were in the expected directions (M no repetition = 3.16, M substantive/cosmetic = 3.84, M cosmetic = 3.44). Therefore, hypothesis 3b was supported. Hypothesis 3c proposes that ad repetition will generate higher purchase intent. ANOVA indicated that type of ad repetition had a significant impact on purchase intent (F(1, 125) = 3.63, p = .03). Helmert contrast analyses indicated that purchase intent in the no repetition condition was significantly different from the combined purchase intent in the two repetition conditions (p = .02) and the means were in the expected directions (M no repetition = 2.28, M substantive/cosmetic = 3.25, M cosmetic = 3.80). Therefore, hypothesis 3c was supported. Hypothesis 4a proposes that, when there is no ad repetition, ads featuring four product attributes will generate more positive brand attitudes than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate more positive brand attitudes than ads featuring two product attributes. When responses to the two repetition conditions were combined and analyzed as one condition, ANOVA indicated that the interactions between ad repetition (with repetition vs. no repetition) and product attributes (two attributes vs. four attributes) on brand attitudes were significant (F(1, 125) = 11.87, p = .01). Further contrast analyses indicated that, when responses of ads without repetition were analyzed, ads with four product attributes generated significantly higher brand attitudes than ads with two

Authors: Chang, Chingching.
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means were in the expected directions (M
no repetition
= 3.87, M
substantive/cosmetic
= 4.26, M
cosmetic
=
4.03). Therefore, hypothesis 3a was not supported.
Hypothesis 3b suggests that ad repetition will generate higher ratings of brand interest than
no ad repetition. ANOVA indicated that type of ad repetition had a significant impact on brand
interest ratings (F(1, 125) = 3.24, p = .03). Helmert contrast analyses indicated that brand
interest ratings in the no repetition condition were significantly different from the combined
brand interest ratings in the two repetition conditions (p = .04) and the means were in the
expected directions (M
no repetition
= 3.16, M
substantive/cosmetic
= 3.84, M
cosmetic
= 3.44). Therefore,
hypothesis 3b was supported.
Hypothesis 3c proposes that ad repetition will generate higher purchase intent. ANOVA
indicated that type of ad repetition had a significant impact on purchase intent (F(1, 125) = 3.63,
p = .03). Helmert contrast analyses indicated that purchase intent in the no repetition condition
was significantly different from the combined purchase intent in the two repetition conditions (p
= .02) and the means were in the expected directions (M
no repetition
= 2.28, M
substantive/cosmetic
= 3.25,
M
cosmetic
= 3.80). Therefore, hypothesis 3c was supported.
Hypothesis 4a proposes that, when there is no ad repetition, ads featuring four product
attributes will generate more positive brand attitudes than ads featuring two product attributes;
however, when there is ad repetition, ads featuring four product attributes will not generate more
positive brand attitudes than ads featuring two product attributes. When responses to the two
repetition conditions were combined and analyzed as one condition, ANOVA indicated that the
interactions between ad repetition (with repetition vs. no repetition) and product attributes (two
attributes vs. four attributes) on brand attitudes were significant (F(1, 125) = 11.87, p = .01).
Further contrast analyses indicated that, when responses of ads without repetition were analyzed,
ads with four product attributes generated significantly higher brand attitudes than ads with two


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