The more the better? Effects of ad exposure frequency on online consumers with varying product knowledge

Is repeated exposure to banner ads more effective in facilitating interactions between consumers and advertised products? Does it work for everyone? To answer these questions, the present study conducted a 2 × 2 between-subjects experiment, and examined the relationship between ad exposure frequency and product knowledge as well as their effects on purchase intention and ad recall. Results indicated that more frequent exposure to banner ad and greater product knowledge had positive effects on purchase intention and ad recall. More interestingly, exposure frequency affected purchase intention and ad recall only for consumers with low product knowledge, but not for those with high product knowledge. Theoretical and practical implications of notable findings are discussed.