Effects of message repetition and position on cognitive response, recall, and persuasion.

“In contrast, repeating a message increases the ability to process it by providing greater opportunities to do so making messages with strong arguments more persuasive but messages with weak arguments less persuasive (Cacioppo & Petty, 1979).”

“Although some studies have examined multiple exposures to a single message (e.g., Cacioppo and Petty 1979; Mitchell and Olson 1981; Schumann, Petty, and Clemons 1990), those studies have produced mixed results, and have included only a limited number of exposures presented over a relatively short…”

“This is consistent with an extensive body of advertising research that catalogs the positive but diminishing effects of ad repetition (see, for example, Belch 1982, Cacioppo and Petty 1979).”

“In particular, if the argument runs against her previous opinion, she is apt to muster counter-arguments ( Cacioppo and Petty 1979; Edwards and Smith 1996), counter-arguments that will typically be left unanswered since she is not discussing them with anybody.”

“The thematically congruent context improves product assessment based on the consumer’s cognitive response to the product display (Cacioppo and Petty, 1979), which influences a consumer’s cognition about product attributes, and thereby, improves product evaluation and purchase intention.”

“Specifically, individuals high in involvement are more likely to process information centrally, whereas those low in involvement are more likely to process information peripherally (Cacioppo & Petty, 1979 ).”

“…Armour, & Kerr, 1985; Hasher, Goldstein, & Toppino, 1977), on memorability and recall of the message (e.g., Batra & Ray, 1986; Burke & Srull, 1988; Cacioppo & Petty, 1979, 1989; Morrow, Von O. Leirer, Tanke, Carver, & Mcnally, 1999; Schumann, Petty, & Clemons, 1990), on brand attitudes (Campbell…”

“During this phase, the repeated exposure prompts habituation to the novel stimulus and, consequently, individuals tend to increase arguments in support of the message and decrease counterarguments (Cacioppo & Petty, 1979).”

“Previous researchers have shown that having access to relevant information resources is essential for individuals to persuade others [8].”

“…presumably could more easily allocate their cognitive resources to the task at hand (Peracchio & Tybout, 1996), an unrealistic proportion of incongruent consumer opinions may appear suspicious and could lead to unintended negative inferences (Cacioppo & Petty, 1979; Meyers-Levy & Peracchio, 1995).”

“However, the weight of evidence does not implicate memory as the sole mediator of vividness effects (Brainerd & Kingma, 1984; Burns, Biswas, & Babin, 1993; Cacioppo & Petty, 1979, 1981; Herr, Kardes, & Kim, 1991; Kelley et al., 1989; McGuire, 1985; Northcraft & Neale, 1989; Shedler & Manis, 1986).”

“Specifically, our findings illustrate that the traditional view of the positive effect of advertising repetition on recall (Belch 1982; Burke and Srull 1988; Cacioppo and Petty 1979) to maintain existing customers still holds true in this new multimedia landscape.”

“…found that repetitive exposure facilitates the familiarization of individuals with complex arguments, as “the repetition of the message arguments provide[s] more opportunities to elaborate cognitively upon them and to realize their cogency and favorable implications” (Cacioppo and Petty 1979:105).”

“Although shifts in attitudes and behaviours typically associated with wearout can begin as early as the fourth exposure to an ad (Cacioppo & Petty 1979, 1980; Pechmann & Stewart 1988; Berger & Mitchell 1989), consistent variation of the ad has been found to delay wearout and maintain ad evaluations…”

“Contrastingly, repeated exposure to an identical message might create psychological reactance that could lead to backfire effects; 18 a potential explanation that appears more consistent with the observed results.”

“In phase 2, high levels of repetition lead to increasing tedium and boredom and, therefore, more negative reactions to the repeated message (Cacioppo and Petty 1979 ; Belch 1982 ; Campbell and Keller 2003 ).”

“…level of exposure to negative political advertising remains a relatively neglected factor in extant research, even though multiple message exposures have demonstrated considerable effects in other areas of scholarship (Anand & Sternthal, 1990; Bornstein, 1989; Cacioppo & Petty, 1979; Zajonc, 1968).”

“The emphasis on frequency in advertising comes primarily from the general belief that repetition will increase advertising effectiveness in terms of recall and recognition of the message ( Cacioppo & Petty, 1979 ; Belch, 1982 ) and affect message recipients’ attitudes toward a brand or purchase intention ( Cacioppo &…”

“Message repetition is an effective way to sway an audience (Cacioppo and Petty 1979).”

“…current study fi nding supports the possibility that additional exposure tends to diminish the consumer ’ s motivation to process the information as well as to respond positively to the ad (Berlyne 1970; Bornstein 1989; Cacioppo and Petty 1979; Calder and Sternthal 1980; Unnava and Burnkrant 1991).”

“Only 20% were students, and only 30% had some college education or higher.”

“…coping, the works of Barbara S. Wallston, Kenneth A. Wallston, Gordan D. Kaplan, and S. A. Maides (1976; Wallston Maides, & Wallston (1976).) concerning Locus of Control, and Richard Petty & John Cacioppo’s Elaboration Likelihood Model (Cacioppo, 1979, 1981, 1986, 1986a; Cacioppo & Petty, 1979).”

“Abundant evidence from psychological research suggests that generally repetition leads to positive experiences, for instance, repetition increases subjectively felt preference (Zajonc, 1968), persuasiveness (Cacioppo & Petty, 1979) or truth (Schwartz, 1982), by enhancing fluency.”

“Most persuasion studies in social psychology rely on the cognitive component of attitude because the stimuli are logical arguments or information (Cacioppo & Petty, 1979; Greenwald, 1968; Sternthal, Dholakia, & Leavitt, 1978).”

“We chose these numbers based on prior research on persuasion and multi-agent interface designs: on one hand, these numbers represent different group sizes in human communication [13, 104], and on the other hand, they reflect a practical range for real-world multi-agent applications [9, 51, 71, 96].”

“…fatigue is understood to be an aversive motivational state (So et al., 2017), which may give rise to passive forms of resistance (e.g., message avoidance, inattention; Kinnick, Krugman, & Cameron, 1996), as well as more active types of resistance (e.g., counterargument; Cacioppo & Petty, 1979).”

“html#charter (Retrieved from March 1, 2005) Cacioppo, J.T. & Petty, R.E. (1979). The effects of message repetition and position on cognitive response, recall and persuasion. Journal of Personality and Social Psychology, 37, 97-109. Cockerell, N. (1994). Malaysia. The EIU International Tourism Reports, (2), 41-61. Coop…”

“…has an initially favorable reaction to a proposition, the proposition will tend to be viewed increasingly more favorably as time passes rather than less favorably, essentially hardening the individual’s position (Cacioppo and Petty, 1979; Sadler and Tesser, 1973; Tesser and Conlee, 1975).”

“Thus, the evaluation shifts from positive to negative (Berlyne, 1970; Cacioppo & Petty, 1979; Stang, 1975).”

“In addition to the message content, previous research has examined the impact of technical features of messages, such as message length [36], position [40,52], and repetition [37,53].”

“However, over time, repetition may result in wearout because high exposure frequencies induce expressions of displeasure and annoyance (Cacioppo & Petty, 1979; Rau, Zhou, Chen, & Lu, 2014).”

“Given the high number of posts people view but do not further engage with, this more peripheral mode of information elaboration (Cacioppo and Petty 1979; Knobloch-Westerwick et al. 2005) is likely to become more important in digital information societies.”

“This recall measure is similar to the one used by Cacioppo and Petty (1979) and more recently Carpenter and Boster (2013).”

“…elaborated upon; indeed, several studies indicate that the implicit information activated during elaborative encoding of a persuasive message seems to have more influence than the given information (Burnstein & Vinokur, 1977; Caccioppo & Petty, 1977; Carlston, 1980: Greenwald, 1968; Tesser, 1978).”

“Thus, it is hypothesized that 1Previous studies about advertising repetition (Batra & Ray, 1986; Becker & Doolittle, 1975; Belch, 1982; Cacioppo & Petty, 1979; Rethans, Swasy, & Marks, 1986) have used the term ‘‘moderate exposure’’ to denote an intermediate number of exposures to an ad.”

“Cacioppo and Petty (1979) found that viewers’ attitude towards the brand become more favorable on the third exposure which become less favorable on subsequent advertising exposures.”

“…in advertising (Petty et al. 1983), evaluating a message less carefully and rely on heuristics, cues, and signals (Petty et al. 1981; Tellis 2003); in contrast, strong arguments in a message persuade consumers when they are more involved in advertising (Cacioppo and Petty 1979; Petty et al. 1981).”

“One influential study found that the number of positive thoughts generated increased up to a moderate number of repeats and then declined in an inverse-u fashion, whereas negative thoughts (counterarguments) followed a mirror-image u-shaped curve (Cacioppo and Petty, 1979).”