advertising in general differ among the different groups, and what types of appeals offer the most reinforcement value for each group.
Fourthly, it should be obvious that, applying this to any particular category requires that the structure of that category, in terms of the types of relationships category users have, is well understood. Previous research has suggested that different relationships can and do exist within a single category. Further, there may be aspects of relationships that are unique to the category. These would need to be identified, as well as how they would influence advertising processing.
Finally, it is our belief that people/product relationships change over time and that many stimuli (including product experience, repeated exposures to advertising, etc.) can facilitate change. For this reason we need to study the dynamics of people/product relationships, and how advertising, through repetition, interacts with these relationships.
We wish to thank Daniel Romer for his invaluable assistance and thoughtful comments.
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