THE INFLUENCE OF REPETITIVE ADVERTISING ON EFFECT OF COMMUNICATION: AN EMPIRICAL STUDY ON RECYCLING

Repetitive advertising exposure is a commonly adopted strategy in promoting products in commercial marketing. It is worth exploring how well the same approach can be applied to promoting one of the important pro-environmental and social marketing issues, recycling. This study explores this revolutio...

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Bibliographic Details
Published in:International journal of organizational innovation 2014-01, Vol.6 (3), p.190
Main Authors: Ma, Tsung-Kuang E, Yang, Dong Jenn, Truong, Hong Ngoc
Format: Article
Language:English
Subjects:
Advertising
Attitudes
Communication
Consumer behavior
Disease prevention
Drunk driving
Environmental protection
HIV
Human immunodeficiency virus
Organizational change
Questionnaires
Recycling
Social marketing
Studies
Theory of planned behavior
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Summary:Repetitive advertising exposure is a commonly adopted strategy in promoting products in commercial marketing. It is worth exploring how well the same approach can be applied to promoting one of the important pro-environmental and social marketing issues, recycling. This study explores this revolution in human behavior using the well-researched Theory of Planned Behavior (TPB). In each trial experiment, a single sheet with an elaborate recycling advertisement was shown to volunteer sample students, after which they completed questionnaires. The advertising exposure/questionnaire answering process was repeated three times, with a two-week interval between each trial. The statistical comparisons for each dimension of the TPB model, between the first and third advertisement exposure, concluded that: 1. the repetitive advertising has a positive impact for all TPB dimensions toward recycling, except for attitude; and 2. that attitude and perceived behavioral control are significant positive predictors for behavioral intention toward recycling.
ISSN:1943-1813