Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses

作者：David W. Schumann, Richard E. Petty, D. Scott Clemons · 发表于：Journal of Consumer Research · 年份：1990 · DOI：10.1086/208549 · 被引用次数：211 · 研究领域：Consumer Behavior in Brand Consumption and Identification、Digital Marketing and Social Media、Media Influence and Health

Two strategies for varying the content of ads over repeated presentations are distinguished, and the effectiveness of these strategies are examined at two different levels of consumer motivation to process the ads. Consistent with the hypotheses, experiment 1 found that a cosmetic variation strategy (variation in nonsubstantive features of an ad across multiple presentations) had greater impact on attitudes when motivation to process the ad was low (as induced by low personal relevance of the product). Experiment 2 found that a substantive variation strategy (variation in relevant product attributes across multiple presentations) was more influential when motivation to process the ad was high. These results are consistent with the Elaboration Likelihood Model of persuasion.