Revisiting the Relationship between Ad Frequency and Purchase Intentions

ABSTRACT This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure. This research also uncovered different motivations that mediated purchase intentions on the basis of consumers9 stages in the decision-making process. Purchase intentions were driven more by emotional motivations for consumers who had seen an advertisement one to two times, by cognitive factors for consumers who had seen an advertisement three to 10 times, and by emotions for consumers who had seen an advertisement more than 10 times. Implications for advertising development and media-planning strategies are discussed.