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 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.