Can Repeating an Advertisement More Frequently Than the Competition Affect Brand Preference in a Mature Market?
通过实验研究，探讨在成熟市场中，对已有品牌常规用户重复播放广告是否会影响其品牌偏好和选择。
Would regular users of established brands be susceptible to the influence of advertisements that are repeated more than the competition, even if they have heard the advertisements before? The authors conducted an experiment to find out. They paid careful attention to ecological validity and accurate preference measurement, designing an experiment to measure the incremental effect of advertising repetition on awareness, preference shifts, and brand choice. They discuss the results of the experiment in terms of implications for managers, further research on advertising repetition, and theory development.