What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

Cox, Dena; Cox, Anthony D.

doi:10.1086/209149

Cited by 129 publications

(92 citation statements)

References 22 publications

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“…The survey measured the following constructs: brand complexity (adopted from Cox & Cox, 1988), identity-fit (Brown & Rafaeli, 2007), attractiveness of identification (Osgood, Suci, & Tannenbaum, 1957), optimal distinctiveness and identification (Bhattacharya & Sen, 2003), satisfaction , attachment (Zenker & Gollan, 2010), and positive word-of-mouth (Carroll & Ahuvia, 2006)dsee appendix for all used items. All items were measured with a 7-point Likert scale ranging from 1 ("I fully disagree") to 7 ("I fully agree") with one exception: identity-fit was measured using a VENN-diagram.…”

Section: Sample and Methods (Study 1)mentioning

confidence: 99%

“…When the brand itself is simple, consumers with little information at hand can more accurately identify the brand, but they may also show more dissatisfaction with the brand and a higher need for more information (Scammon, 1977). In addition, it appears that advertisements that are more complex receive results that are more positive: Research has found that complex advertisements are evaluated more positively and receive a higher number of exposures than simpler advertisements (Cox & Cox, 1988;Janiszewski & Meyvis, 2001). Since a place to live is highly important for nearly every aspect of life, we propose that individuals are willing to invest effort in information-seeking and processing.…”

Section: Identification and Complexitymentioning

confidence: 99%

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Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors

Zenker¹,

2017

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h i g h l i g h t sResidents are an important target group for destination branding, since they, e.g., work as place ambassadors. (Destination) branding often simplifies messages, but this could be not effective for complex brands.Residents have a wider knowledge of the place and could disagree with a simplified brand. For residents, positive place attitude and place behaviour is increased with a higher brand complexity. Positive relationship between brand complexity and place attitude and behaviour is stronger for residents than for tourists. a r t i c l e i n f o b s t r a c tThis article contributes to a broader understanding of how the branding of places affects both residents and tourists. While branding often relies on simplified messages, the effectiveness of such strategies for complex brands remains questionable. Residents in particular possess a confounded knowledge of the place and could disagree with simplified destination brands. To test the role of brand complexity for residents and tourists, we conducted two empirical studies (N ¼ 765; N ¼ 385), showing that, for residents, positive place attitude (i.e., place satisfaction, identification, and attachment) and place behaviour (i.e., positive word-of-mouth) increase with a higher brand complexity. The second study shows that the positive relationship of brand complexity is stronger for residents than for tourists, supporting the conclusion that brand complexity is relevant for place brands, but that the place brand for residents requires more complexity than a destination brand, while it imperative that both are integrative parts of an overall brand.

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Section: Sample and Methods (Study 1)mentioning

confidence: 99%

Section: Identification and Complexitymentioning

confidence: 99%

Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors

Zenker¹,

2017

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“…For example, it has been observed that pre-exposure has the strongest influence on explicit preference when stimuli are presented during encoding for relatively short durations (e.g., Bornstein & DÕAgostino, 1992), with low pre-exposure frequency (e.g., Van den Bergh & Vrana, 1998), or when the stimuli used are complex (Bornstein, Kale, & Cornell, 1990;Cox & Cox, 1988. It also appears that people sometimes prefer novel to familiar stimuli (Fenske, Raymond, & Kunar, 2004), complex rather than simple figures (Berlyne & Crozier, 1971), and so on.…”

Section: Introductionmentioning

confidence: 99%

Mere exposure effect: A consequence of direct and indirect fluency–preference links

Willems

Linden

2006

Consciousness and Cognition

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In three experiments, picture quality between test items was manipulated to examine whether subjectsÕ expectations about the fluency normally associated with these different stimuli might influence the effects of fluency on preference or familiarity-based recognition responses. The results showed that fluency due to pre-exposure influenced responses less when objects were presented with high picture quality, suggesting that attributions of fluency to preference and familiarity are adjusted according to expectations about the different test pictures. However, this expectations influence depended on subjectsÕ awareness of these different quality levels. Indeed, imperceptible differences seemed not to induce expectations about the test item fluency. In this context, fluency due to both picture quality and pre-exposure influenced direct responses. Conversely, obvious, and noticed, differences in test picture quality did no affect responses, suggesting that expectations moderated attributions of fluency only when fluency normally associated with these different stimuli was perceptible but difficult to assess.

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“…For attitude to the brand, the review yielded two dominant bipolar items: good/bad and like/dislike (Cox & Cox, 1988;Curlo & Ducoffe, 1998;Kempf & Smith, 1998). The latter was chosen, in the form of a 7-point semantic differential scale anchored at "I don't like it at all" and "I like it a lot".…”

Section: Methodsmentioning

confidence: 99%

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

Apaolaza

Hartmann

et al. 2014

SAJBM

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This study asks if endorsers function as surrogates for country-of-origin, and if the effectiveness of the tactic varies with the perceived ethnicity (Western versus Chinese) of the celebrities. It finds no significant influence on the country-oforigin perception, brand attitudes or product quality evaluations in the reactions of 797 consumers in Shanghai to magazine advertisements featuring celebrities of Chinese vs. Western ethnicity. The lack of any significant effect of the ethnicity of celebrities on a brand's perceived country of origin precludes country image having any effect on those variables for the case of the cosmopolitan Chinese consumer.

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What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

Cited by 129 publications

References 22 publications

Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors

Branding the destination versus the place: The effects of brand complexity and identification for residents and visitors

Mere exposure effect: A consequence of direct and indirect fluency–preference links

Choosing celebrity endorsers for advertising campaigns in cosmopolitan China: Does their ethnicity matter?

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