The Effect of the Advertising Repetition Strategy on the Variety-Seeking Behavior of Brand Choice

• Main Authors: Hsueh-Ping Tan, 唐雪萍
• Other Authors: An — Tien Hsieh
• Format: Others
• Language: zh-TW
• Published: 1999
• Online Access: http://ndltd.ncl.edu.tw/handle/44933876142269078819

博士 === 中國文化大學 === 國際企業管理研究所 === 87 === The purpose of this study is to find the effect of the advertising repetition strategy on the variety-seeking behavior of brand choice. The empirical data is collected by ex-perimental design. The factorial design (4*2) is used for this experimental design. 120 volunteers are assigned randomly to 8 experimental cells. The ANOVA is used for testing the hypotheses of this research. The results of this experiment show that the hypothesis 1 and hypothesis 2 are sup-ported. It indicates that the advertising repetition decreases the degree of the variety-seeking. Meanwhile, the effect of the repetition of advertising variation is more signifi-cant than the repetition of the same advertising on variety—seeking behavior. The results also show that the cosmetic variation advertising have greater effect than the substantive variation advertising on decreasing the degree of variety-seeking in low involvement product. However, there is no significant different effect between cosmetic variation and substantive variation in high involvement product. The last, the optimal stimulation level does not moderate the relationship between advertising repetition and variety-seeking. This research expands the knowledge of the variety-seeking behavior of consumers. It suggests that the marketers should concern the variety-seeking behavior of consumers and use the proper advertising repetition strategies to influence the variety-seeking.