The Role of Affect and Cognitions on the Relationship Between Ad Frequency and Purchase Intentions

摘要

First, this research examines whether ad campaigns today require a higher level of frequency than suggested by prior literature (i.e. 3 to 10 exposures) to influence purchase inten-tions. Second, this study examines the mediational role of affective and cognitive attitudes toward the advertisement and evaluates how these forces work differently depending on the number of times a consumer has previously seen an advertisement.