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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  27 References Aaker, D. A., & Bruzzone, D. E. (1981). Viewer perceptions of prime-time television advertising. Journal of Advertising Research, 21(5), 15-23. Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as informative. Journal of Advertising Research, 22(2), 61-70. Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perceptions of commercials and relating them to ad impact. Journal of Advertising Research, 30, 7-17. Anand, P. & Sternthal, B. (1990). Ease of message processing as a moderator of repetition effects in advertising. Journal of Marketing Research, 27, 345-353. Batra, R., & Ray, M. L. (1986). Situational effects of advertising repetition: The moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer Research, 12, 432-445. Baumgardner, M. H., Leippe, M. R., Ronis, D. L., & Greenwald, A. G. (1983). In search of reliable persuasion effects: II. Associative Interference and persistence of persuasion in a message-dense environment. Journal of Personality and Social Psychology, 45, 524-537. Blair, M. H. (2000). An empirical investigation of advertising wearin and wearout. Journal of Advertising Research, 40, 95-100. Brislin, R. W. (1987). The wording of translation of research instruments. In Lonner, W. J. & Berry, J. W. (Eds.), Field Methods in Cross-cultural Research. Beverly Hills, CA: Sage. pp.137-164. Burnkrant, R. E., & H. R. Unnava (1987). Effects of variation in message execution on the learning of repeated brand information. In Advances in Consumer Research, Vol. 14, M. Wallendorf & P. F. Anderson, Provo, UT: Association for Consumer Research, pp. 173-176. Burke, R. R., & Srull, T. K. (1988). Competitive interference and consumer memory for

Authors: Chang, Chingching.
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References
Aaker, D. A., & Bruzzone, D. E. (1981). Viewer perceptions of prime-time television
advertising. Journal of Advertising Research, 21(5), 15-23.
Aaker, D. A., & Norris, D. (1982). Characteristics of TV commercials perceived as
informative. Journal of Advertising Research, 22(2), 61-70.
Aaker, D. A., & Stayman, D. M. (1990). Measuring audience perceptions of commercials
and relating them to ad impact. Journal of Advertising Research, 30, 7-17.
Anand, P. & Sternthal, B. (1990). Ease of message processing as a moderator of repetition
effects in advertising. Journal of Marketing Research, 27, 345-353.
Batra, R., & Ray, M. L. (1986). Situational effects of advertising repetition: The
moderating influence of motivation, ability, and opportunity to respond. Journal of Consumer
Research, 12, 432-445.
Baumgardner, M. H., Leippe, M. R., Ronis, D. L., & Greenwald, A. G. (1983). In search of
reliable persuasion effects: II. Associative Interference and persistence of persuasion in a
message-dense environment. Journal of Personality and Social Psychology, 45, 524-537.
Blair, M. H. (2000). An empirical investigation of advertising wearin and wearout. Journal
of Advertising Research, 40, 95-100.
Brislin, R. W. (1987). The wording of translation of research instruments. In Lonner, W. J.
& Berry, J. W. (Eds.), Field Methods in Cross-cultural Research. Beverly Hills, CA: Sage.
pp.137-164.
Burnkrant, R. E., & H. R. Unnava (1987). Effects of variation in message execution on the
learning of repeated brand information. In Advances in Consumer Research, Vol. 14, M.
Wallendorf & P. F. Anderson, Provo, UT: Association for Consumer Research, pp. 173-176.
Burke, R. R., & Srull, T. K. (1988). Competitive interference and consumer memory for


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