RT Journal Article
SR Electronic
T1 Repetitive Advertising and the Consumer
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 39
OP 48
DO 10.2501/JAR-40-6-39-48
VO 40
IS 6
A1 Andrew S. C. Ehrenberg
YR 2000
UL http://www.journalofadvertisingresearch.com/content/40/6/39.abstract
AB This paper is one of 18 selected by the Editorial Review Board of The Journal of Advertising Research to be a ‘classic’ - an article that has withstood the test of time. First published in 1974, Ehrenberg examines the role of advertising by looking at advertising and consumption in general, then discussing competition among brands and the factors affecting brand choice, particularly for established brands of frequently bought goods. He concludes the advertising's main role is to reinforce feelings of satisfaction with brands already bought.