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Revisiting the Relationship between Ad Frequency and Purchase Intentions

How Affect and Cognition Mediate Outcomes At Different Levels of Advertising Frequency

Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, Danielle M. Walls
DOI: 10.2501/JAR-2018-031 Published 1 March 2019
Jennifer Lee Burton
University of Tampa,
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  • For correspondence: jburton@ut.edu
Jan Gollins
Delta Modelling Group,
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  • For correspondence: jan@deltamodelling.com
Linda E. McNeely
Mississippi University for Women,
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  • For correspondence: Linda@hermansens.com
Danielle M. Walls
BDJ Solutions,
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  • For correspondence: Danielle@bdjsolutions.com
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ABSTRACT

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.

  • Received June 28, 2017.
  • Received (in revised form) November 12, 2017.
  • Accepted December 4, 2017.
  • Copyright© 2019 ARF. All rights reserved.
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Vol 59 Issue 1

Journal of Advertising Research: 59 (1)
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Revisiting the Relationship between Ad Frequency and Purchase Intentions
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, Danielle M. Walls
Journal of Advertising Research Mar 2019, 59 (1) 27-39; DOI: 10.2501/JAR-2018-031

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Revisiting the Relationship between Ad Frequency and Purchase Intentions
Jennifer Lee Burton, Jan Gollins, Linda E. McNeely, Danielle M. Walls
Journal of Advertising Research Mar 2019, 59 (1) 27-39; DOI: 10.2501/JAR-2018-031
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    • APPENDIX A List of Measures Used in the Research Including Scales and Sources
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