1. Effectiveness of repetition
Repetition
Prepared by J. Scott Armstrong (details on him at jscottarmstrong.com).
Please inform Scott about errors and also make suggestions (armstrong@wharton.upenn.edu)
Scott has taken these slides from adprin.com, a site that he founded. That site contains interactive versions of these
slides, along with linked references, videos, and webcasts, all in PPT and PPTX format that you can download.

2. Repetition
If an ad keeps repeating something that is false, will
you start to believe it?
___Yes
___No
Go to the next slide for the answer.
Adapted from AdPrin.com 2

3. “A lie told often enough becomes the
truth.”
Lenin
Belief increases for low-involvement products
A lab experiment used different levels of repetition
for 30-second TV commercials for three high-
involvement and three low-involvement products.
Repetition increased purchase intentions for the
low-involvement products, but not for high-
involvement ones. (Batra and Ray 1986 in Persuasive
Advertising p 168.)

4. Based on this exercise, write a small application step for
yourself, and set a deadline, preferably within one week. If you
are working with someone else, share your application plan and
the results of your application.
• For example, consider repeating claims of benefits of your
firm by using cosmetic variations.
Adapted from AdPrin.com