Revisiting the relationship between ad frequency and purchase intentions: How affect and cognition mediate outcomes at different levels of advertising frequency

This research examines the influence of repeated exposure to advertisements on purchase intentions. Contrary to prior findings that wear-out happens after exposure to an advertisement 10 or more times, consumers who saw an advertisement 10 or more times had greater purchase intentions than consumers with less exposure.
Burton, Gollins, McNeely, and Walls


  • Contrary to dated research that did not account for media proliferation in society today, media planners should strive for an average frequency of greater than 10 to maximize purchase intentions.

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