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| Author: | Haugtvedt, C. |
| Title: | Advertising repetition and variation strategies: implications for understanding attitude strength |
| Journal: | Journal of Consumer Research
1994 : JUN, VOL. 21:1, p. 176-189 |
| Index terms: | CONSUMER RESEARCH ADVERTISING STRATEGY |
| Language: | eng |
| Abstract: | The authors argue tht reserchers need to move beyond the simple measure of attitude extremity to more clearly assess the impact of various advertising repetition strategies on consumer attitude. In study 1 they show that different advertising variation strategies can lead to the development of equally positive attitudes, even though the basis of the attitudes is quite different. The authors examin most issues in the context of advertising repetition research. |
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