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Repetitive Advertising and the Consumer

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  • Ehrenberg, Andrew S. C.

Abstract

Advertising is in an odd position. Its extreme protagonists claim it has extraordinary powers and its severest critics believe them. Advertising is often effective. But it is not as powerful as is sometimes thought, nor is there any evidence that it actually works by any strong form of persuasion or manipulation. Instead, the sequence, awareness/trial/reinforcement, seems to account for the known facts. Under this theory, consumers first gain awareness or interest in a product. Next, they may make a trial purchase. Finally, a repeat buying habit may be developed and reinforced if there is satisfaction after previous usage. Advertising has a role to play in all three stages. But for frequently bought products, repeat buying is the main determinant of sales volume and here advertising must be reinforcing rather than persuasive.

Suggested Citation

  • Ehrenberg, Andrew S. C., 2000. "Repetitive Advertising and the Consumer," Journal of Advertising Research, Cambridge University Press, vol. 40(6), pages 39-48, December.
    • Handle: RePEc:cup:jadres:v:40:y:2000:i:06:p:39-48_00
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    Cited by:

    1. Raithel, Sascha & Taylor, Charles R. & Hock, Stefan J., 2016. "Are Super Bowl ads a super waste of money? Examining the intermediary roles of customer-based brand equity and customer equity effects," Journal of Business Research, Elsevier, vol. 69(9), pages 3788-3794.
    2. Nierobisch, Tim & Toporowski, Waldemar & Dannewald, Till & Jahn, Steffen, 2017. "Flagship stores for FMCG national brands: Do they improve brand cognitions and create favorable consumer reactions?," Journal of Retailing and Consumer Services, Elsevier, vol. 34(C), pages 117-137.
    3. Thi Mai Le & Shu-Yi Liaw, 2017. "Effects of Pros and Cons of Applying Big Data Analytics to Consumers’ Responses in an E-Commerce Context," Sustainability, MDPI, vol. 9(5), pages 1-19, May.

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