Predicting the Effectiveness of Different Strategies of Advertising Variation
A Test of the Repetition-Variation Hypotheses
Bibliographic Data
| ID | 7842579 |
|---|---|
| Authors | David W Schumann, Richard E Petty (0000-0002-2870-8575), D Scott Clemons |
| Year | 1990 |
| Volume | 17 |
| Issue | 2 |
| Pages | 192 |
| Publication date | 1990-09-01 |
| 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 | 10.1086/208549 |
| OpenAlex | W2169099969 |
| Language | EN |
| Citations received | 31 |
| References cited | 8 |
Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was low (as induced by low personal relevance of the product). Experiment 2 found that a substantive variation strategy (variation in relevant product attributes across multiple presentations) was more influential when motivation to process the ad was high. These results are consistent with the Elaboration Likelihood Model of persuasion
Advertising · Business · Cognitive psychology · Elaboration · Elaboration likelihood model · Persuasion · Political science · Process (computing) · Product (mathematics) · Relevance (law) · Repetition (rhetorical device) · Test (biology) · Variation (astronomy) · Computer Science · Consumer Behavior in Brand Consumption and Identification · Digital Marketing and Social Media · Mathematics · Media Influence and Health · Psychology · Social Psychology
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| Unique citing works | 31 |
|---|---|
| Citations per year | 0,94 |
| Citation span | 1993 - 2023 (31) |
| Citation velocity | historical |
| Highly cited | No |
| Citation types | Neutral: 24 |