Mentioning "yo-yo plums", we may think of the brainwashing magical advertisement "You're fine, you're fine, you're fine ......". The ads were widely publicized and discussed when they were launched.

Coupled with the choice of the popularity of the queen Yang Mi as the spokesman, with the overall image of the advertisement is fresh, lively spirit, and instantly captured the young group. The "yo-yo plum" has become the best-selling plum brand, and quickly occupied the market.

I learned from my study of consumer behavior that yo-yo plum advertisements have an impact on consumers after conditioned and unconditioned stimuli are paired with each other for many times. This repetition enhances the connection between the consumer's stimulus and response and prevents the consumer from fading the yo-yo in their memory. In the marketing application of repetition, advertising researchers believe that it is sufficient to see a marketing message three times; more than that is redundant. This is because the first time elicits the consumer's awareness of the product, the second time elicits some connection between the consumer and the product, and the third time reminds the consumer about the benefits of the product. This very direct approach suggests that it has to be repeated at least three times to ensure that the consumer gets and processes this information.

But because people tend to reject or misinterpret many marketing messages, there is no way to ensure that the message that goes out reaches them. If you are trying to make a connection into a consumer reflex, you have to make sure that the target consumer is stimulated enough times that the stimulus "sticks" with the consumer. On the other hand, advertising fatigue occurs when consumers become accustomed to hearing or seeing a certain marketing stimulus and stop paying attention. The Slippery Plum advertisement keeps repeating the phrase "You're okay, you're okay, you're okay, you're okay, you're okay, you're okay, you're okay, you're okay ....". Because its spokesperson keeps emphasizing this one sentence over and over again, jaded consumers have revolted and bombarded yo-yo plum ads online, with unsatisfactory results.