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Ad Repetition and Variation in a Competitive Ad Context
Unformatted Document Text:  9 under this condition, ad repetition will help improve brand attitudes. Also, repetition with variation is likely to generate an enhanced sense of brand interest. Finally, in comparison to ads without repetition, ads with repetition are likely to increase purchase intent. Hypothesis 3a: In a competitive ad context, ad repetition will generate more favorable brand attitudes than no ad repetition. Hypothesis 3b: In a competitive ad context, ad repetition will generate higher ratings of brand interest than no ad repetition. Hypothesis 3c: In a competitive ad context, ad repetition will generate higher purchase intent than no ad repetition. The Interaction of Ad Repetition and Number of Featured Product Attributes Message configuration has been shown to moderate the effectiveness of ad repetition. For example, Anand and Sternthal (1990) have demonstrated that the impacts of repeated ad exposures on brand evaluations are moderated by ease of message processing. Cox and Cox (1988) have shown that evaluations of brands featured in complex ads become more positive with repetition, whereas evaluations of brands featured in simple ads do not vary as a function of ad repetition. Singh and Cole (1993) have also shown that the learning effect of 30-second commercials is more positive than that of 15-second commercials when there is only one message repetition. In clear contrast, the difference between 30-second commercials and 15-second commercials, in terms of learning, disappears when messages are repeated four or eight times. It is likely that, on the one hand, content provided in the 30-second commercials is of a greater amount than that contained in the 15-second commercials and therefore will generate more learning effects. On the other hand, processing 30-second commercials involves more cognitive capacity and subjects may be reluctant to repeatedly devote the same amount of attention and cognitive effort. As a

Authors: Chang, Chingching.
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under this condition, ad repetition will help improve brand attitudes. Also, repetition with
variation is likely to generate an enhanced sense of brand interest. Finally, in comparison to ads
without repetition, ads with repetition are likely to increase purchase intent.
Hypothesis 3a: In a competitive ad context, ad repetition will generate more favorable brand
attitudes than no ad repetition.
Hypothesis 3b: In a competitive ad context, ad repetition will generate higher ratings of brand
interest than no ad repetition.
Hypothesis 3c: In a competitive ad context, ad repetition will generate higher purchase intent
than no ad repetition.
The Interaction of Ad Repetition and Number of Featured Product Attributes
Message configuration has been shown to moderate the effectiveness of ad repetition. For
example, Anand and Sternthal (1990) have demonstrated that the impacts of repeated ad
exposures on brand evaluations are moderated by ease of message processing. Cox and Cox
(1988) have shown that evaluations of brands featured in complex ads become more positive
with repetition, whereas evaluations of brands featured in simple ads do not vary as a function of
ad repetition.
Singh and Cole (1993) have also shown that the learning effect of 30-second commercials is
more positive than that of 15-second commercials when there is only one message repetition.
In clear contrast, the difference between 30-second commercials and 15-second commercials, in
terms of learning, disappears when messages are repeated four or eight times. It is likely that,
on the one hand, content provided in the 30-second commercials is of a greater amount than that
contained in the 15-second commercials and therefore will generate more learning effects. On
the other hand, processing 30-second commercials involves more cognitive capacity and subjects
may be reluctant to repeatedly devote the same amount of attention and cognitive effort. As a


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