Are customers rational? This is a million dollar question. Each of us can have our say and each of us can disagree with the other's stand, thereby guaranteeing huge discrepancies in all probability. Consumer behaviour from time immemorial has always lived up to the repution of being an interestion branch of study. The most pragmatic reason for this is the fact that consumer behaviour is recognized as a course of concern to a marketer. No two customers are alike and there's not a single customer who behaves in the same way in all situations. Now given a context like this, does repetition of an ad have anything to do with the dynamics of this mechanism? This is the tricky situation we are going to deal with in this article.

The reason lightning doesn't strike twice in the same place is that the same place isn't there the second time.As known and universally accepted, knowledge is power. Today, consumers' perception of quality is information. Therefore, the equation now boils down to `information is power'. Thus, everyone today wants to become powerful by virtue of the information at their disposal.

It's a sublime observation that the quality perception the customer builds of the product, which has a lot to do with his consumer behavior, is actually fortified by information. A proven psychological factoid - the assumption that mentioning something once is enough-is an illusion (mirage). Factually it is not; repetition is essential. A particular school of thought is that, in advertising, repetition is everything. So, it's the dynamics of repetition of information that we are trying to address here.

Why else would corporations run the same ad 15 times an hour? What a waste of resources one would wonder. But, the fact that emerges from this sea of observations is that - "They are not wasting money, they are actually capitalizing on the effect created on the vulnerable, mouldable, fertile human mind by this intelligent and constant bombardment of information". Giving the viewer information, actually creates the perception that he (consumer-customer) is somehow more involved with what the marketer is doing. As a result of such information delivery, a customer tends to associate with the product that he is purchasing or intending to purchase, as if it were his own offering. Repetition works because people need time to think and decide whether they need the offering. It is important to know that people like to trust what is familiar. When potential clients chance on a company's name, they get a sense of `knowing' it, which in turn improves the feeling of familiarity and trust.

Advertising Express Magazine, Mind Maze, Consumer Behaviour, Psychological Factoid, Declarative Memory, Multiple Trace Hypothesis, Psychologists, Research Laboratory, Cluttered Environment, Saint Gobain Glass, Behavior Moulding Effect.