Base of DF Ad Repetition in a Cluttered Environment: The In¯uence of Type of Processing

Advertising repetition is frequently used to in¯uence consumers' judgments of an advertised product. Several studies have found that when the target ad is repeated in a cluttered environment, repetition may not affect judgments. These ®ndings have provoked little interest because they seem to be attributable to the interference introduced by the cluttered environments. The implication is that a substantial number of exposures to the target ad would be needed before an effect of ad repetition on product judgments would be observed. Based on recent research, this article offers and tests an alternative account. The hypothesis is that the nature of the environment in which an ad is repeated can affect the occurrence of two types of target ad processing: item-speci®c and relational. The type(s) of processing the ad receives, in turn, affects ad recipients' learning and judgments of ad-related information. q 1999 John Wiley & Sons, Inc. There is substantial evidence that varying the number of exposures to an advertising message in¯uences its persuasive impact when the tar-get ad is the only stimulus to which subjects are exposed (Anand & 100 MALAVIYA ET AL. MAR WILEJ LEFT BATCH short standard Top of text Base of tex