Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond

Abstract

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.