PT - JOURNAL ARTICLE AU - Jennifer Lee Burton AU - Jan Gollins AU - Linda E. McNeely AU - Danielle M. Walls TI - Revisiting the Relationship between Ad Frequency and Purchase Intentions AID - 10.2501/JAR-2018-031 DP - 2019 Mar 01 TA - Journal of Advertising Research PG - 27--39 VI - 59 IP - 1 4099 - http://www.journalofadvertisingresearch.com/content/59/1/27.short 4100 - http://www.journalofadvertisingresearch.com/content/59/1/27.full SO - J Advert Res2019 Mar 01; 59 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.