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

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.



Citation:

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 Gürhan-Canli, Cele Otnes, and Rui (Juliet) Zhu, Duluth, MN : Association for Consumer Research, Pages: 913-914.

Authors

Ann Kronrod, MIT, USA
Joel Huber, Duke University, USA



Volume

NA - Advances in Consumer Research Volume 40 | 2012



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