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Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength

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  • Haugtvedt, Curtis P, et al

Abstract

We argue that researchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1, we show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. In study 2, we show that, despite the appearance of equal effectiveness on the dimensions of extremity, persistence, and confidence, type of advertising repetition strategy differentially influences the extent to which individuals resist change in the face of a counterpersuasive attack. Coauthors are David W. Schumann, Wendy L. Schneier, and Wendy L. Warren. Copyright 1994 by the University of Chicago.

Suggested Citation

  • Haugtvedt, Curtis P, et al, 1994. "Advertising Repetition and Variation Strategies: Implications for Understanding Attitude Strength," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 21(1), pages 176-189, June.
    • Handle: RePEc:oup:jconrs:v:21:y:1994:i:1:p:176-89
    DOI: 10.1086/209391
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    Cited by:

    1. Funk, Daniel C. & Pritchard, Mark P., 2006. "Sport publicity: Commitment's moderation of message effects," Journal of Business Research, Elsevier, vol. 59(5), pages 613-621, May.
    2. Muthukrishnan, A. V. & Pham, Michel Tuan & Mungale, Amitabh, 1999. "Comparison Opportunity and Judgment Revision," Organizational Behavior and Human Decision Processes, Elsevier, vol. 80(3), pages 228-251, December.
    3. Pieters, Rik G.M. & Rosbergen, Edward & Hartog, Michel, 1995. "Visual attention to advertising : the impact of motivation and repetition," Research Report 95B27, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    4. Funk, Daniel C. & Haugtvedt, Curtis P. & Howard, Dennis R., 2000. "Contemporary Attitude Theory in Sport: Theoretical Considerations and Implications," Sport Management Review, Elsevier, vol. 3(2), pages 125-144, November.
    5. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    6. Yi He & Qimei Chen & Dana L. Alden, 2016. "Time will tell: managing post-purchase changes in brand attitude," Journal of the Academy of Marketing Science, Springer, vol. 44(6), pages 791-805, November.
    7. Gijsenberg, Maarten J., 2014. "Going for gold: Investigating the (non)sense of increased advertising around major sports events," International Journal of Research in Marketing, Elsevier, vol. 31(1), pages 2-15.
    8. Gebreselassie, Andinet Worku, 2019. "On communicating about taboo social issues in least developed countries : The case of Ethiopia," Other publications TiSEM bb35ee74-fdd7-4220-af92-5, Tilburg University, School of Economics and Management.
    9. Rosbergen, Edward & Wedel, Michel & Pieters, Rik, 1997. "Analyzing visual attention tot repeated print advertising using scanpath theory," Research Report 97B32, University of Groningen, Research Institute SOM (Systems, Organisations and Management).
    10. Martí-Parreño, José & Bermejo-Berros, Jesús & Aldás-Manzano, Joaquín, 2017. "Product Placement in Video Games: The Effect of Brand Familiarity and Repetition on Consumers' Memory," Journal of Interactive Marketing, Elsevier, vol. 38(C), pages 55-63.
    11. Breffni M Noone & Kelly A McGuire, 2016. "Impact of attitudinal loyalty on the frequent unmanaged business traveler’s use of price and consumer reviews in hotel choice," Journal of Revenue and Pricing Management, Palgrave Macmillan, vol. 15(1), pages 20-36, February.
    12. repec:dgr:rugsom:95b27 is not listed on IDEAS
    13. Davtyan, Davit & Cunningham, Isabella, 2017. "An investigation of brand placement effects on brand attitudes and purchase intentions: Brand placements versus TV commercials," Journal of Business Research, Elsevier, vol. 70(C), pages 160-167.
    14. Lee, Richard & Lockshin, Larry & Cohen, Justin & Corsi, Armando, 2019. "A latent growth model of destination image's halo effect," Annals of Tourism Research, Elsevier, vol. 79(C).
    15. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    16. Scholten, Marc, 1996. "Lost and found: The information-processing model of advertising effectiveness," Journal of Business Research, Elsevier, vol. 37(2), pages 97-104, October.
    17. Maier, Erik, 2019. "Serial product evaluations online: A three-factor model of leadership, fluency and tedium during product search," International Journal of Research in Marketing, Elsevier, vol. 36(4), pages 558-579.
    18. repec:dgr:rugsom:97b32 is not listed on IDEAS
    19. Daisung Jang & Do-Yeong Kim, 2013. "Seeing Something New," SAGE Open, , vol. 3(3), pages 21582440135, August.

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