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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  7 elaboration, which in turn will further encourage perceivers to take product beliefs into account when formulating brand judgments. Wyer and Srull (1986) have posited that being recently or frequently activated can increase the accessibility of a construct/category. In their reasoning, a recently or frequently activated construct/category is more likely to be stored in working memory, and thus is more likely to exert an impact on judgments, which is generally referred to as priming. In line with Wyer and Srull’s (1986) arguments, consumer research within the priming paradigm has specifically shown that recently or frequently activated product attributes in the viewing context determine how a brand is categorized, and even judged (Yi, 1990). This study thus argues that ad repetition will increase the salience and accessibility of featured product attributes. As a result of the enhanced accessibility, ad perceivers will develop their brand attitudes on the basis of their ad liking, as well as their product beliefs. In clear contrast, in situations in which ad messages are not repeated, product beliefs will not account for significantly more variation of brand attitudes other than what has been explained by ad liking. Hypothesis 2: In a competitive ad context, ad repetition will encourage subjects to take product attributes into account in developing brand attitudes Ad Repetition on Brand Evaluations in a Competitive Ad Context It has been acknowledged that the interference caused by ad competition is not limited to message retrieval failure. Another important concern is its possible influence on brand evaluations. Even though there is some research exploring the influence of competing ads on evaluations of the target ad or brand, unfortunately, the currently available evidence that bears on these speculations is relatively limited. Most of the existing research concerns the number of competing ads on evaluations of the target ad. For example, Keller (1991) has demonstrated that brand evaluations for a target

Authors: Chang, Chingching.
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elaboration, which in turn will further encourage perceivers to take product beliefs into account
when formulating brand judgments.
Wyer and Srull (1986) have posited that being recently or frequently activated can increase
the accessibility of a construct/category. In their reasoning, a recently or frequently activated
construct/category is more likely to be stored in working memory, and thus is more likely to
exert an impact on judgments, which is generally referred to as priming. In line with Wyer and
Srull’s (1986) arguments, consumer research within the priming paradigm has specifically shown
that recently or frequently activated product attributes in the viewing context determine how a
brand is categorized, and even judged (Yi, 1990).
This study thus argues that ad repetition will increase the salience and accessibility of
featured product attributes. As a result of the enhanced accessibility, ad perceivers will develop
their brand attitudes on the basis of their ad liking, as well as their product beliefs. In clear
contrast, in situations in which ad messages are not repeated, product beliefs will not account for
significantly more variation of brand attitudes other than what has been explained by ad liking.
Hypothesis 2: In a competitive ad context, ad repetition will encourage subjects to take product
attributes into account in developing brand attitudes
Ad Repetition on Brand Evaluations in a Competitive Ad Context
It has been acknowledged that the interference caused by ad competition is not limited to
message retrieval failure. Another important concern is its possible influence on brand
evaluations. Even though there is some research exploring the influence of competing ads on
evaluations of the target ad or brand, unfortunately, the currently available evidence that bears
on these speculations is relatively limited.
Most of the existing research concerns the number of competing ads on evaluations of the
target ad. For example, Keller (1991) has demonstrated that brand evaluations for a target


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