ADVERTISING REPETITION AND VARIATION STRATEGIES - IMPLICATIONS FOR UNDERSTANDING ATTITUDE STRENGTH

We argue that researchers need to move beyond the simple measure of at titude extremity to more clearly assess the impact of various advertis ing repetition strategies on consumer attitude. In study 1, we show th at different advertising variation strategies can lead to the developm ent of equally positive attitudes, even though the basis of the attitu des is quite different. In study 2, we show that, despite the appearan ce of equal effectiveness on the dimensions of extremity, persistence, and confidence, type of advertising repetition strategy differentiall y influences the extent to which individuals resist change in the face of a counterpersuasive attack.