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- Title
AN INVESTIGATION OF THE EFFECTS OF REPETITION ON COGNITIVE AND AFFECTIVE REACTIONS TO HUMOROUS AND SERIOUS TELEVISION COMMERCIALS.
- Authors
Belch, George E.; Belch, Michael A.
- Abstract
A laboratory experiment is used to examine the effects of three levels of exposure on cognitive and affective reactions to humorous and serious television commercials. Attention is also given to the use of message variation at high exposure levels as a way of reducing advertising wearout. The results indicate differences in the pattern of effects due to repetition for the two types of messages. Also, the findings indicate that wearout due to high levels of exposure can be reduced by the use of varied message execution, particularly for a humorous commercial.
- Publication
Advances in Consumer Research, 1984, Vol 11, Issue 1, p4
- ISSN
0098-9258
- Publication type
Conference Proceeding