Abstract
A Empirical Study on the Effect of Appeal type and Advertising Repetition on Brand Attitude
The Objective of this study is : 1)to investigate how ad repetition works in the context of high and low product involvement condition; 2)to compare how appeal types(rational appeals and emotional appeals) on ad effects on brand attitudes.
With the help of previous researches up to the present, six set of hypothesis are developed for the reseasrch objectives. Hypothesis 1 to 3 are under high product involvement condition, 4 to 6 are under low one condition.
H1 : It is not concerned appeals type, Brand attitude will appears more positive result when repetition is medium level than it is low level.
H2 : It is not concerned appeals type, Brand attitude will appears less or equal positive result when repetition is high level than it is medium level.
H3 : Rational appeal type will appears more positive result than emotional appeals on Brand attitude.
H4 : In case of emotional appeals, Repetition level is higher, brand attitude will appears more positives.
H5-1 : In case of rational appeals, Brand attitude will appears more positive result when repetition is medium level than it is low level.
H5-2 : In case of rational appeals, Brand attitude will appears less or equal positive results when repetition is high level than it is medium level.
H6 : Emotional appeal type will appears more positive result than rational appeals on Brand attitude.
Repetition level is, low level is defined mere exposure, medium level is 3 exposures, and high is 5 exposures.
A laboratory experiment was designed for hypothesis testing. The independent variables were appeal type(rational appeals and emotional appeals). Dependent variables were brand attitude.
To test these huypothesis, a 2(appeal type : rational and emotional)×3(ad repetition level : 1, 3 and 5 exposures) factorial design was used.
Four ads for personal computer(high involvement product) and cheing gum(low involvement product) were created for the experiment(each an emotional ad and a rational one) through two times pretest. And three other ads were made into copy prints and used for the experiment to get rid of testing effect. These 3 ads replaced to new ads every exposures. Each of the ads were shown to the experimental subjects for 20 seconds.
Two copy prints sets were made. One is consist of two experiment ads(a rational ad of PC and an emotional ad of gum) and three other ads. The other set has two experiment ads(a rational ad of gum and an emotional ad of PC) and three ads too.
The experimental subjects for the 1st set consisted of 40 undergraduate students. They were divided into 3 groups. The subjects for the 2nd set consisted of 40 undergraduate students. They were also devided into 3 groups. Subjects were limited age under 25 years old. Subjects who belong to a group were exposed to the advertisements once. Subjects who belong to another group were exposed to the advertisements three times, once a day. those who belong to the other group were exposed to the advertisements five times once a day for consecutive five days.
The major results of the research are summerized as follows.
In the analysis, it was found that all scales used to calculate brand attitude had high reliability and validity.
1. For the test of hypothesis ANOVA was used. All hypothesis were well supported except hypothesis 2. H2 was not supported because wearout effects was not appeared on rational appeals of PC.
2. Major findings of this research are : 1)in case of rational ad, repetition level was higher, the favorability of message acceptane for high involvement product increased. It is same results that case of emotional appeals on low involvement product. 2) A rational appeals on low involvement product and an emotional appeals on high involvement product show the wearout effect.
3. If this is indeed the case, marketers should use different adverting strategies depending on the product involvement level and depending on how many ad repetitions are planned. Appeal type also must be taken into consideration for message repetition planning.
4. If high level of ad repetition is planned for a long span of time and the product involvement is high, a rational appeal ad is recommendable.
5. If low level of ad repetition is planned and the product involvement is high, an emotional appeal ad is recommendable.
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