Research has also explained the effects of repetition on purchase intention (Batra, 1986). When there is a low level of ad repetition, this will lead to a positive attitude towards the ad (Berlyne, 1970; Cacioppo and Petty, 1979), but if there is a high level of ad repetition, this will lead to less effective advertising and thus creating a negative attitude towards the advert which would lead to a negative response towards the product and a lower or no purchase intention. Marketers repeat advertisements so that their consumers are well aware of their products and remain in consumers' minds, otherwise consumers tend to forget if they are not reminded. When ads are repeated at an increasing level, consumers respond negatively to the ad (Malaviya, 2000). There is a strong correlation between the repetition of familiar and unfamiliar advertisements and products which then shapes attitudes towards the advertisement. Repeated advertisements of unfamiliar brands would irritate the consumer and form a negative attitude and if a brand was known and famous, repetition of advertisement would be positive (Campbell and Keller, 2003). Repeating the ad would influence consumers' evaluation of that ad and form an attitude towards that ad and the product