Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences
研究发现，处于生活转变期的消费者在多次观看同一广告后仍能保持愉悦感和品牌好感，因为他们更倾向于从重复的广告体验中获取可预测的益处，而非尝试新广告。
This research examines how the context of a life transition influences response to ad repetition. Four experiments show that consumers in a life transition (vs. not in a life transition) exhibit sustained ad enjoyment and favorable brand attitudes after multiple exposures to the same ad. When faced with the uncertainty inherent in life transitions, consumers choose to exploit predictable benefits from a pleasurable repeat advertising experience (view the same ad again) rather than embrace an unpredictable advertising experience (view a new ad). This research is the first to connect life transitions to ad repetition, providing novel segmentation insights to advertisers.