The role of self-construal in moderating the advertising repetition effect: evidence from Korea |
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| Authors: | Byung-Kwan Lee YouNa Lee |
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| Institution: | 1. Department of Industrial Psychology, Kwangwoon University, Seoul, Republic of Koreabyungkwanlee@hotmail.com;3. Marketing Research Department, Synovate Korea, Seoul, Republic of Korea |
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| Abstract: | This study explored the role of self-construal in moderating the effect of same- and varied-ad repetition on consumer response to advertising and brand on the basis of self-construal and encoding variability theory. In the study, subjects primed with independent or interdependent self-construal were exposed to either the same or varied ads. Findings indicate that, for foreground information in ad, independent self-construal subjects elicited more than interdependent self-construal subjects in same-ad repetition whereas there was no difference between independent and interdependent self-construal subjects in varied-ad repetition. However, for background information, interdependent self-construal subjects performed better than independent self-construal subjects in both same- and varied-ad repetition. In the case of brand recall, in varied-ad repetition, interdependent self-construal subjects recalled better than independent self-construal subjects did, whereas there was no difference between interdependent and independent self-construal subjects in same-ad repetition. It was also found interdependent self-construal subjects evaluated the target brand more positively than independent self-construal subjects did in varied-ad repetition. However, there was no difference in brand attitude between independent and interdependent subjects in same-ad repetition. |
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| Keywords: | Ad repetition self-construal encoding variability |
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