Situational Effects of Advertising Repetition
The Moderating Influence of Motivation, Ability, and Opportunity to Respond
Bibliographic Data
| ID | 2965124 |
|---|---|
| Authors | Rajeev Batra (0000-0003-3696-0364), Michael L Ray |
| Year | 1986 |
| Volume | 12 |
| Issue | 4 |
| Pages | 432 |
| Publication date | 1986-03-01 |
| Peer Reviewed | Yes |
| Open Access | No |
| Type | ARTICLE |
| Venue | Journal of Consumer Research (JOURNAL) |
| Journal identifiers | ISSN: 0093-5301 • E-ISSN: 1537-5277 |
| Publisher | Oxford University Press (OUP) (PUBLISHER) |
| DOI | 10.1086/208528 |
| OpenAlex | W1974568389 |
| Language | EN |
| Citations received | 37 |
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers fail to generate cognitive responses to message arguments in earlier exposures. An experiment shows that repetition continues to increase brand attitudes and purchase intentions in conditions where support and counter argument production is expected to be low, but that these attitudinal gains level off under conditions in which a high level of such production is expected
Advertising · Argument (complex analysis) · Business · Cognition · Economics · Microeconomics · Production (economics) · Repetition (rhetorical device) · Situational ethics · Behavioral Health and Interventions · Consumer Behavior in Brand Consumption and Identification · Medicine · Psychology · Social and Intergroup Psychology · Social Psychology
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A first step in unraveling synced advertising effectiveness
The effect of emotionally-arousing ad appeals on memory
Battle of the Brand
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Understanding the Relation Between Attitude Involvement and Response Latitude Using Item Response Theory
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What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation
The Role of Involvement in Attention and Comprehension Processes
Comprehension's Role in Persuasion
Consumer and product-specific characteristics influencing the effect of nutrition, health and risk reduction claims on preferences and purchase behavior – A systematic review
A behavioral analysis of farmers during land reallocation processes of land consolidation in China
Segmentation of festival motivation by nationality and satisfaction
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Advertising and publicity
The Moderating Influence of Advertising Context on Ad Repetition Effects
The Influence of Level of Processing on Advertising Repetition Effects
| Unique citing works | 37 |
|---|---|
| Citations per year | 0,97 |
| Citation span | 1988 - 2025 (38) |
| Citation velocity | recent |
| Highly cited | No |
| Citation types | Neutral: 30 |