Attitude Accessibility, Certainty and the Attitude-Behavior Relationship: An Empirical Study of Ad Repetition and Competitive Interference Effects
This empirical study considers the influence of both advertising repetition and brand share on attitudes, attitude accessibility, attitude certainty, and the overall attitude--behaviour (a-b) relationship in the context of television advertisements. Levels of ad exposure and target brand market share were manipulated. Similar to earlier research, ad repetition was found to benefit attitude accessibility only for the low brand share target products. Differential patterns of attitude accessibility were obtained between the competition (reverse U-shape) and no-competition (U-shape) conditions, across increasing levels of ad exposures. Surprisingly, little support was found for the notion that attitude accessibility exerts a strong influence on purchase intentions. Some evidence, however, was found to support the proposition that attitude certainty plays a role in the a-b relationship. Directions for future research are also proposed.
Michel Laroche, Mark Cleveland, and Irene Maravelakis. "Attitude Accessibility, Certainty and the Attitude-Behavior Relationship: An Empirical Study of Ad Repetition and Competitive Interference Effects" International Journal of Advertising 21.2 (2002): 149-174.