RT Journal Article SR Electronic T1 Revisiting the Relationship between Ad Frequency and Purchase Intentions JF Journal of Advertising Research JO J Advert Res FD WARC SP JAR-2018-031 DO 10.2501/JAR-2018-031 A1 Jennifer Lee Burton A1 Jan Gollins A1 Linda E. McNeely A1 Danielle M. Walls YR 2018 UL http://www.journalofadvertisingresearch.com/content/early/2018/10/17/JAR-2018-031.abstract AB This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure. This research also uncovered different motivations that mediated purchase intentions on the basis of consumers' stages in the decision-making process. Purchase intentions were driven more by emotional motivations for consumers who had seen an advertisement one to two times, by cognitive factors for consumers who had seen an advertisement three to 10 times, and by emotions for consumers who had seen an advertisement more than 10 times. Implications for advertising development and media-planning strategies are discussed.