As consumers see advertisements over time they become more likely to recall a message and purchase a product. This demonstrates:

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Threshold effects refer to the point where repetition of a message becomes effective. As consumers are exposed to an advertisement multiple times, they reach a threshold where they are more likely to recall the message and make a purchase. This is not related to diminishing returns, which refers to a point where additional investment in advertising results in less additional benefit. Neither is it related to decay effects, which refers to the loss of memory over time. Purchase simulation is not a commonly recognized term in advertising research.

As Consumers See Advertisements Over Time They Become More Likely