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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  31 Table 1. Variation strategies Attribute Variations Different attributes Same attributes Different visuals Substantive/cosmetic variation Cosmetic variations Visual Variations Same visuals Substantive variations Same ad Table 2. Research design Number of Product attributes Type of Repetition No. of Subjects Four attributes No repetition 21 Substantive/cosmetic repetition 21 Cosmetic repetition 21 Two attributes No repetition 21 Substantive/cosmetic repetition 21 Cosmetic repetition 21

Authors: Chang, Chingching.
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31
Table 1. Variation strategies
Attribute Variations
Different attributes
Same attributes
Different visuals Substantive/cosmetic variation Cosmetic variations
Visual Variations
Same visuals
Substantive variations
Same ad
Table 2. Research design
Number of Product attributes
Type of Repetition
No. of Subjects
Four attributes
No repetition
21
Substantive/cosmetic repetition 21
Cosmetic
repetition
21
Two attributes
No repetition
21
Substantive/cosmetic
repetition
21
Cosmetic
repetition
21


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