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.

Related Articles


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 October 25, 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 October 25, 2014).

Share This



More Mind & Brain News

Saturday, October 25, 2014

Featured Research

from universities, journals, and other organizations


Featured Videos

from AP, Reuters, AFP, and other news services

Academic Scandal Shocks UNC

Academic Scandal Shocks UNC

AP (Oct. 23, 2014) A scandal involving bogus classes and inflated grades at the University of North Carolina was bigger than previously reported, a new investigation found. (Oct. 23) Video provided by AP
Powered by NewsLook.com
Working Mother Getaway: Beaches Turks & Caicos

Working Mother Getaway: Beaches Turks & Caicos

Working Mother (Oct. 22, 2014) Feast your eyes on this gorgeous family-friendly resort. Video provided by Working Mother
Powered by NewsLook.com
What Your Favorite Color Says About You

What Your Favorite Color Says About You

Buzz60 (Oct. 22, 2014) We all have one color we love to wear, and believe it or not, your color preference may reveal some of your character traits. In celebration of National Color Day, Krystin Goodwin (@kyrstingoodwin) highlights what your favorite colors may say about you. Video provided by Buzz60
Powered by NewsLook.com
First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

First-Of-Its-Kind Treatment Gives Man Ability To Walk Again

Newsy (Oct. 21, 2014) A medical team has for the first time given a man the ability to walk again after transplanting cells from his brain onto his severed spinal cord. 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:

Strange & Offbeat Stories


Health & Medicine

Mind & Brain

Living & Well

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