Impact of Repetitive and Contextual Advertisements on Consumer Behavior: An Exploratory Study

Researchers have predicted that advertising has astonishing powers and is often a very effective tool. But sometimes it is not as powerful as it is being thought. There are no concrete evidences that advertising actually works by any strong form of influence or manipulation. Consumers are confronted with a lot of advertisements in their present-day life and hence have developed disinterest and resistance against them. Advertisers are developing strategies that can attract consumers to process ads. In this paper the impact of repetitive and contextual advertisement on the behavior of consumers was explored through primary research. Chi-square test established a relation between contextual advertisements and consumer purchase decision as well as a relation between repetitive advertisements and consumer purchase decision. The Kendall tau-b test result indicated that attention to advertisement, inducement to purchase and continuous patronage is negatively related to repetitive and contextual advertisements. The findings indicate that the typical relationship between advertising exposure and affective response is believed to display an inverted U-shaped pattern, where initial exposures generate increasing familiarity and positive effect, but subsequent exposures eventually lead to wear out and a decrease in positive affect.