| Chapter 2: | Literature Review |
Given the foregoing discussion, it seems clear that an ad repeated using the same format will be better remembered than one repeated using a varied format. However, the exact nature of the impact of frequency on advertising response is complex because it often involves non-linear effects. It is a well-known fact that consumers can get tired of ads after a certain level of exposure and that advertising effectiveness can decrease. Existing frequency models generally propose a non-linear relationship between frequency and advertising effectiveness due to such tedium effects (see Figure 2.1).
Figure 2.1. Advertising Frequency Models
The two-factor theory proposed by Berlyne (1970) suggests that the impact of frequency is mediated by two factors: habituation and tedium. According to this theory, repetition can take the form of an inverted-U curve in which there are two separate opposing psychological processes operating simultaneously: “positive habituation” and “negative tedium.” Berlyne (1970) argues that positive habituation can lead to an increase in affect with diminishing returns of each additional exposure. As repetition increases, tedium sets in with a resulting decline in positive affect.
A similar explanation of an inverted-U curve function of repetition was proposed by Pechmann and Stewart's (1988) two-stage learning model. According to this model, the first stage involves “wear-in,”