When Change Makes Repetition Work: Why Life Transitions Increase Openness to Repeat Advertising скачать в хорошем качестве

When Change Makes Repetition Work: Why Life Transitions Increase Openness to Repeat Advertising

This Insights Studio session features Ben E. Borenstein, Kevin Tedeschi ’71 Assistant Professor of Marketing at Villanova University, presenting research on how major life transitions shape consumer responses to advertising repetition. Based on the article Life Transitions Influence Response to Ad Repetition: When Times of Change Increase Preference for Repeat Advertising Experiences, the presentation describes four experiments to show that consumers experiencing significant change, such as moving, changing jobs, or starting a family, respond more positively to repeated ad exposures than those in stable periods. During times of uncertainty, repetition sustains enjoyment and increases brand favorability, suggesting that predictability can be reassuring rather than irritating. The paper is coauthored with Tyler Milfeld of Villanova University and Luke Nowlan of Ipsos. Read the full article here: https://doi.org/10.1080/00218499.2025...