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The Influence of Level of Processing on Advertising Repetition Effects

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  • Nordhielm, Christie L

Abstract

This research examines whether or not repetition of features of a stimulus are subject to wear-out effects that have until now only been tested for the stimulus as a whole. When consumers process features in either a shallower or deeper manner, the level of processing performed dictates the effect of repeated feature exposure on their judgments. When repeated exposures to features are processed in a shallower fashion, there is an enhancement in evaluations with no subsequent downturn, whereas repeated exposure to features that are processed more deeply results in evaluations that exhibit the classic inverted U-shaped pattern. Copyright 2002 by the University of Chicago.

Suggested Citation

  • Nordhielm, Christie L, 2002. "The Influence of Level of Processing on Advertising Repetition Effects," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 29(3), pages 371-382, December.
    • Handle: RePEc:oup:jconrs:v:29:y:2002:i:3:p:371-82
    DOI: 10.1086/344428
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    Cited by:

    1. Funk, Daniel C. & Pritchard, Mark P., 2006. "Sport publicity: Commitment's moderation of message effects," Journal of Business Research, Elsevier, vol. 59(5), pages 613-621, May.
    2. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    3. Cho, Hyejeung & Schwarz, Norbert, 2012. "I Like Your Product When I Like My Photo: Misattribution Using Interactive Virtual Mirrors," Journal of Interactive Marketing, Elsevier, vol. 26(4), pages 235-243.
    4. repec:cup:judgdm:v:10:y:2015:i:3:p:219-224 is not listed on IDEAS
    5. Dens, Nathalie & De Pelsmacker, Patrick & Verhellen, Yann, 2018. "Better together? Harnessing the power of brand placement through program sponsorship messages," Journal of Business Research, Elsevier, vol. 83(C), pages 151-159.
    6. Carter Morgan & Tatiana M. Fajardo & Claudia Townsend, 2021. "Show it or say it: how brand familiarity influences the effectiveness of image-based versus text-based logos," Journal of the Academy of Marketing Science, Springer, vol. 49(3), pages 566-583, May.
    7. Fernanda Muniz & Francisco Guzmán, 2021. "Overcoming the conflicting values of luxury branding and CSR by leveraging celebrity endorsements to build brand equity," Journal of Brand Management, Palgrave Macmillan, vol. 28(3), pages 347-358, May.
    8. Yann Verhellen & Caroline Oates & Patrick Pelsmacker & Nathalie Dens, 2014. "Children’s Responses to Traditional Versus Hybrid Advertising Formats: The Moderating Role of Persuasion Knowledge," Journal of Consumer Policy, Springer, vol. 37(2), pages 235-255, June.
    9. Xi Lu & Xiaofei Xie & Lu Liu, 2015. "Inverted U-shaped model: How frequent repetition affects perceived risk," Judgment and Decision Making, Society for Judgment and Decision Making, vol. 10(3), pages 219-224, May.
    10. Jiemiao Chen & Xiaojing Yang & Robert E. Smith, 2016. "The effects of creativity on advertising wear-in and wear-out," Journal of the Academy of Marketing Science, Springer, vol. 44(3), pages 334-349, May.
    11. Sania Usmani & Kalpina Dawani, 2013. "Teaching Methods and their impact on performance of University students," South Asian Journal of Management Sciences (SAJMS), Iqra University, Iqra University, vol. 7(1), pages 19-30, Spring.
    12. Jingjun (David) Xu & Izak Benbasat & Ronald T. Cenfetelli, 2014. "Research Note ---The Influences of Online Service Technologies and Task Complexity on Efficiency and Personalization," Information Systems Research, INFORMS, vol. 25(2), pages 420-436, June.

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