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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  22 product attributes (F(1, 40) = 6.38, p = .02, M two attributes = 3.51, M four attributes = 4.34). In clear contrast, when responses of ads with repetition were analyzed, ads with two product attributes generated significantly higher brand attitudes than ads with four product attributes (F(1, 83) = 4.73, p = .03, M two attributes = 4.34, M four attributes = 3.90). Therefore, hypothesis 4a was mostly supported. Hypothesis 4b suggests that, when there is no ad repetition, ads featuring four product attributes will generate more positive brand interest ratings than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate more positive brand interest ratings than ads featuring two product attributes. When responses to the two repetition conditions were combined and analyzed as one condition, ANOVA indicated that, as expected, 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) = 7.03, p = .01). Further contrast analyses indicated that, when responses of ads without repetition were analyzed, the impact of product attribute number was significant (F(1, 41) = 4.67, p = .04, M two attributes = 2.86, M four attributes = 3.55). When responses of ads with repetition were analyzed, the impact of product attribute number was not significant (F(1, 83) = 2.57, p = .11, M two attributes = 3.81, M four attributes = 3.43). Therefore, hypothesis 4b was supported. Hypothesis 4c proposes that when there is no ad repetition, ads featuring four product attributes will generate higher purchase intent than ads featuring two product attributes; however, when there is ad repetition, ads featuring four product attributes will not generate higher purchase intent 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 approached significant levels (F(1, 125) = 2.80, p = .10).

Authors: Chang, Chingching.
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22
product attributes (F(1, 40) = 6.38, p = .02, M
two attributes
= 3.51, M
four attributes
= 4.34). In clear
contrast, when responses of ads with repetition were analyzed, ads with two product attributes
generated significantly higher brand attitudes than ads with four product attributes (F(1, 83) =
4.73, p = .03, M
two attributes
= 4.34, M
four attributes
= 3.90). Therefore, hypothesis 4a was mostly
supported.
Hypothesis 4b suggests that, when there is no ad repetition, ads featuring four product
attributes will generate more positive brand interest ratings than ads featuring two product
attributes; however, when there is ad repetition, ads featuring four product attributes will not
generate more positive brand interest ratings than ads featuring two product attributes. When
responses to the two repetition conditions were combined and analyzed as one condition,
ANOVA indicated that, as expected, 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) = 7.03, p = .01). Further contrast analyses indicated that, when responses
of ads without repetition were analyzed, the impact of product attribute number was significant
(F(1, 41) = 4.67, p = .04, M
two attributes
= 2.86, M
four attributes
= 3.55). When responses of ads with
repetition were analyzed, the impact of product attribute number was not significant (F(1, 83) =
2.57, p = .11, M
two attributes
= 3.81, M
four attributes
= 3.43). Therefore, hypothesis 4b was supported.
Hypothesis 4c proposes that when there is no ad repetition, ads featuring four product
attributes will generate higher purchase intent than ads featuring two product attributes; however,
when there is ad repetition, ads featuring four product attributes will not generate higher
purchase intent 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 approached significant levels (F(1, 125) = 2.80, p = .10).


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