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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  6 Burke and Srull (1988) have specifically explored ad repetition effects in a competitive ad-viewing context. Their findings indicate that, when the level of ad competition is not distinguished, ad repetition enhances ad recall. However, further analyses indicate that there is a significant interaction between ad repetition level and competition level. When there are no other ads, or only one other ad for competitive brands, ad repetition increases ad recall. However, in a context that is cluttered with ad messages for two or three other brands from the same product category, ad repetition does not enhance ad recall. Burke and Srull (1988) have reasoned that recall interference does not simply result from a reduced ability to retrieve information over time, but also results from brand attribute confusion, a mismatching between brand names and remembered product attributes. Therefore, when the competition level is relatively low, ad repetition will enhance ad recall, whereas, when the viewing context is heavily cluttered with ads from competing brands, ad repetition cannot help ad recall significantly. The current study explores a relatively low-clutter ad context and will argue that ad repetition under this condition will help ad recognition. Hypothesis 1: In a competitive ad context, ad that are repeated will generate more correct ad recognition than ads without repetition. Ad Repetition on the Importance of Product Beliefs in Brand Evaluations Petty and Cacioppo (1979, 1980) have proposed that the persuasion effects of message repetition are mediated by message elaboration. According to them, a moderate level of repetition encourages message perceivers to attend to and elaborate on messages. Calder and Sternthal (1980) have also shown that increased message exposures lead to more elaborations when the advertised product is not familiar to ad perceivers. In line with this argument, this study argues that moderate ad repetition for a new brand is more likely to provide opportunities for ad perceivers to attend to product attributes featured in the ads and encourage message

Authors: Chang, Chingching.
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Burke and Srull (1988) have specifically explored ad repetition effects in a competitive
ad-viewing context. Their findings indicate that, when the level of ad competition is not
distinguished, ad repetition enhances ad recall. However, further analyses indicate that there is
a significant interaction between ad repetition level and competition level. When there are no
other ads, or only one other ad for competitive brands, ad repetition increases ad recall.
However, in a context that is cluttered with ad messages for two or three other brands from the
same product category, ad repetition does not enhance ad recall.
Burke and Srull (1988) have reasoned that recall interference does not simply result from a
reduced ability to retrieve information over time, but also results from brand attribute confusion,
a mismatching between brand names and remembered product attributes. Therefore, when the
competition level is relatively low, ad repetition will enhance ad recall, whereas, when the
viewing context is heavily cluttered with ads from competing brands, ad repetition cannot help
ad recall significantly. The current study explores a relatively low-clutter ad context and will
argue that ad repetition under this condition will help ad recognition.
Hypothesis 1: In a competitive ad context, ad that are repeated will generate more correct ad
recognition than ads without repetition.
Ad Repetition on the Importance of Product Beliefs in Brand Evaluations
Petty and Cacioppo (1979, 1980) have proposed that the persuasion effects of message
repetition are mediated by message elaboration. According to them, a moderate level of
repetition encourages message perceivers to attend to and elaborate on messages. Calder and
Sternthal (1980) have also shown that increased message exposures lead to more elaborations
when the advertised product is not familiar to ad perceivers. In line with this argument, this
study argues that moderate ad repetition for a new brand is more likely to provide opportunities
for ad perceivers to attend to product attributes featured in the ads and encourage message


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