IDEAS home Printed from https://ideas.repec.org/a/oup/jconrs/v34y2007i1p32-40.html
   My bibliography  Save this article

The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration

Author

Listed:
  • Prashant Malaviya

Abstract

Although several advertising studies report that message repetition leads to favorable evaluation of the advertised brand, a surprisingly large number of studies fail to find this repetition effect. This article investigates the influence of the advertising context in which the ad is presented on the repetition effect. The ad context, along with the ad content and individual differences in expertise, are found to influence the type of elaboration (item-specific and relational elaboration) a message receives. Message repetition affects evaluation when the additional exposures facilitate the complementary generation of these two types of elaboration of the ad message. When either type of elaboration dominates or when the message recipient spontaneously generates the impoverished type of elaboration, the effect of ad repetition is not observed. These findings provide evidence for the distinct influence on evaluation of the amount and type of elaboration that an advertising message receives. (c) 2007 by JOURNAL OF CONSUMER RESEARCH, Inc..

Suggested Citation

  • Prashant Malaviya, 2007. "The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 34(1), pages 32-40, March.
    • Handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:32-40
    DOI: 10.1086/513044
    as

    Download full text from publisher

    File URL: http://dx.doi.org/10.1086/513044
    File Function: link to full text
    Download Restriction: Access to full text is restricted to subscribers.
    File URL: https://libkey.io/10.1086/513044?utm_source=ideas
    LibKey link: if access is restricted and if your library uses this service, LibKey will redirect you to where you can use your library subscription to access this item
    ---><---

    As the access to this document is restricted, you may want to search for a different version of it.

    Citations

    Citations are extracted by the CitEc Project, subscribe to its RSS feed for this item.
    as


    Cited by:

    1. Ivana Domazet & Aida Hanic, 2012. "Promotion of Serbian Natinal Image in the Light of EU Accession," Book Chapters, in: Paulino Teixeira & António Portugal Duarte & Srdjan Redzepagic & Dejan Eric (ed.), European Integration Process in Western Balkan Countries, edition 1, volume 1, chapter 30, pages 58-607, Institute of Economic Sciences.
    2. 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.
    3. Di Tella, Rafael & Galiani, Sebastian & Schargrodsky, Ernesto, 2012. "Reality versus propaganda in the formation of beliefs about privatization," Journal of Public Economics, Elsevier, vol. 96(5), pages 553-567.
    4. Calder, Bobby J. & He, Sharlene & Sternthal, Brian, 2023. "Using theoretical frameworks in behavioral research," Journal of Business Research, Elsevier, vol. 161(C).
    5. Hoang, Chi & Knöferle, Klemens & Warlop, Luk, 2023. "Using different advertising humor appeals to generate firm-level warmth and competence impressions," International Journal of Research in Marketing, Elsevier, vol. 40(4), pages 741-759.

    More about this item

    Statistics

    Access and download statistics

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:oup:jconrs:v:34:y:2007:i:1:p:32-40. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    We have no bibliographic references for this item. You can help adding them by using this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: the person in charge (email available below). General contact details of provider: https://academic.oup.com/jcr .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.