Featured Research

from universities, journals, and other organizations

Will You Repeat That? Why Context Matters To Message Repetition

Date:
June 5, 2007
Source:
University of Chicago Press Journals
Summary:
Running several ads for the same product in a magazine sometimes results in more positive consumer impressions. But what about all the times when recurrence seems not to matter? A new study deconstructs repetitive advertisements, revealing the factors that influence whether repeat exposures have an effect or not.

Running several ads for the same product in a magazine sometimes results in more positive consumer impressions. But what about all the times when recurrence seems not to matter" In the June issue of the Journal of Consumer Research, a new study deconstructs repetitive advertisements, revealing the factors that influence whether repeat exposures have an effect or not.

Prashant Malaviya (INSEAD, France) argues that ad repetition improves how we evaluate a product when two types of message elaboration work in concert. For example, an advertisement for a camera succeeds at "item-specific elaboration" if it helps the viewer remember the most distinctive feature of the camera, say, an extra-wide zoom lens. In addition, consumers also need to be reminded of the typical features of all cameras, which Malaviya refers to as "relational elaboration."

"When the ad context and the ad content together induce item-specific and relational elaboration, product evaluation is more favorable and this effect is further enhanced by ad repetition," Malaviya writes. "When the context and content prompt only one type of elaboration, product evaluation is less favorable and this effect is not mitigated by message repetition."

However, Malaviya found that consumers with expertise related to the advertised product were prompted to perform relational elaboration even if the ad did not encourage it, and without the benefit of repetition. This suggests that repetitive advertising may be less effective in industry-specific trade publications.

Article: Prashant Malaviya, "The Moderating Influence of Advertising Context on Ad Repetition Effects: The Role of Amount and Type of Elaboration." Journal of Consumer Research: June 2007.


Story Source:

The above story is based on materials provided by University of Chicago Press Journals. Note: Materials may be edited for content and length.


Cite This Page:

University of Chicago Press Journals. "Will You Repeat That? Why Context Matters To Message Repetition." ScienceDaily. ScienceDaily, 5 June 2007. <www.sciencedaily.com/releases/2007/06/070604123817.htm>.
University of Chicago Press Journals. (2007, June 5). Will You Repeat That? Why Context Matters To Message Repetition. ScienceDaily. Retrieved April 19, 2014 from www.sciencedaily.com/releases/2007/06/070604123817.htm
University of Chicago Press Journals. "Will You Repeat That? Why Context Matters To Message Repetition." ScienceDaily. www.sciencedaily.com/releases/2007/06/070604123817.htm (accessed April 19, 2014).

Share This



More Mind & Brain News

Saturday, April 19, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Study On Artists' Brain Shows They're 'Structurally Unique'

Study On Artists' Brain Shows They're 'Structurally Unique'

Newsy (Apr. 17, 2014) The brains of artists aren't really left-brain or right-brain, but rather have extra neural matter in visual and motor control areas. Video provided by Newsy
Powered by NewsLook.com
Is Apathy A Sign Of A Shrinking Brain?

Is Apathy A Sign Of A Shrinking Brain?

Newsy (Apr. 17, 2014) A recent study links apathetic feelings to a smaller brain. Researchers say the results indicate a need for apathy screening for at-risk seniors. Video provided by Newsy
Powered by NewsLook.com
Are School Dress Codes Too Strict?

Are School Dress Codes Too Strict?

AP (Apr. 16, 2014) Pushing the limits on style and self-expression is a rite of passage for teens and even younger kids. How far should schools go with their dress codes? The courts have sided with schools in an era when school safety is paramount. (April 16) Video provided by AP
Powered by NewsLook.com
Could Even Casual Marijuana Use Alter Your Brain?

Could Even Casual Marijuana Use Alter Your Brain?

Newsy (Apr. 16, 2014) A new study conducted by researchers at Northwestern and Harvard suggests even casual marijuana use can alter your brain. Video provided by Newsy
Powered by NewsLook.com

Search ScienceDaily

Number of stories in archives: 140,361

Find with keyword(s):
Enter a keyword or phrase to search ScienceDaily for related topics and research stories.

Save/Print:
Share:

Breaking News:
from the past week

In Other News

... from NewsDaily.com

Science News

Health News

Environment News

Technology News



Save/Print:
Share:

Free Subscriptions


Get the latest science news with ScienceDaily's free email newsletters, updated daily and weekly. Or view hourly updated newsfeeds in your RSS reader:

Get Social & Mobile


Keep up to date with the latest news from ScienceDaily via social networks and mobile apps:

Have Feedback?


Tell us what you think of ScienceDaily -- we welcome both positive and negative comments. Have any problems using the site? Questions?
Mobile: iPhone Android Web
Follow: Facebook Twitter Google+
Subscribe: RSS Feeds Email Newsletters
Latest Headlines Health & Medicine Mind & Brain Space & Time Matter & Energy Computers & Math Plants & Animals Earth & Climate Fossils & Ruins