Effectiveness of repetition

Repetition

Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com). Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu) Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

Repetition
If an ad keeps repeating something that is false, will you start to believe it? ___Yes ___No Go to the next slide for the answer.

Adapted from AdPrin.com

A lie told often enough becomes the truth. Lenin

Belief increases for low-involvement products

A lab experiment used different levels of repetition for 30-second TV commercials for three highinvolvement and three low-involvement products. Repetition increased purchase intentions for the low-involvement products, but not for highinvolvement ones. (Batra and Ray 1986 in Persuasive
Advertising p 168.)

Based on this exercise, write a small application step for yourself, and set a deadline, preferably within one week. If you are working with someone else, share your application plan and the results of your application. For example, consider repeating claims of benefits of your firm by using cosmetic variations.

Adapted from AdPrin.com