Abstract

The Influence of Ad Repetition Level on Persuasion Effect by the Brand Familiarity and Need for Cognition

Kim, Yo-han
(Plural Professor, College of Liberal Arts, Anyang University)

The purpose of this study was to examine the effects of brand familiarity and need for cognition(NFC) as moderator of repetition in advertising. To achieve this goal, this study adopted the experimental method, and a total of 205 undergraduate students were recruited and asked to watch a print advertisements and then to answer questions about the attitude toward ad(Aad), attitude toward brand(Ab), and NFC.

The results of this study were as follows. First, there was significant interaction effects between brand familiarity and repetition level on Aad and Ab. In particular, repetition of ad attributed to an familiar brand showed increased effectiveness; when the ad was attributed to a known, familiar brand, wearout was postponed.

Second, there was significant interaction effects between NFC and repetition level on Aad and Ab. Specifically, for high NFC individuals, repetition of ad had inversed-U effects on Aad; for low NFC individuals, repetition of ad had positive effectiveness. These results suggest that brand familiarity and need for cognition may represent an important moderating variable on repetition effect in advertising.

Key words : repetition effect, ad repetition level, brand familiarity, need for cognition(NFC)