Less is sometimes more: How repetition of an antismoking advertisement affects attitudes toward smoking and source credibility

Research output: Journal contributionsJournal articlesResearchpeer-review

Authors

  • Marc André Reinhard
  • Simon Schindler
  • Volker Raabe
  • Dagmar Stahlberg
  • Matthias Messner

Research on effects of message repetition suggested an inverted U-shaped relationship between the number of message repetitions and the attitude toward the message content. Furthermore, it was indicated that when people are processing persuasive health messages, they use source credibility as a cue for judgments about the message. Built on that, repetition of an antismoking advertisement should initially increase source credibility and negative attitudes toward smoking. But when repetition rises to an excessive level, source credibility decreases, what in turn should decrease negative attitudes toward smoking. This study (N = 276) provided strong support for the hypothesized inverted U-shaped relationship. This effect was mediated by perceived source credibility and remained unaffected by smoking behavior. Implications are discussed.

Original languageEnglish
JournalSocial Influence
Volume9
Issue number2
Pages (from-to)116-132
Number of pages17
ISSN1553-4510
DOIs
Publication statusPublished - 03.04.2014
Externally publishedYes

    Research areas

  • Attitude toward smoking, Attitude toward the ad, Inverted U-curve, Message repetition, Source credibility
  • Psychology

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