The Role of Personal Relevance in the Effect of Ad Repetition on Attitudes and Choice

Ann Kronrod, MIT, USA
Joel Huber, Duke University, USA
Based on conversation theories we show that a frequently repeating ad for an irrelevant product can be highly irritating, but choice of the very same product is positively correlated with ad repetition once the product becomes relevant.
[ to cite ]:
Ann Kronrod and Joel Huber (2012) ,"The Role of Personal Relevance in the Effect of Ad Repetition on Attitudes and Choice", in NA - Advances in Consumer Research Volume 40, eds. Zeynep G├╝rhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 913-914.