publication . Article . Other literature type . 2002

The Influence of Level of Processing on Advertising Repetition Effects

Nordhielm, Christie L.;
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  • Published: 01 Dec 2002 Journal: Journal of Consumer Research, volume 29, pages 371-382 (issn: 0093-5301, eissn: 1537-5277, Copyright policy)
  • Publisher: Oxford University Press (OUP)
Abstract
This research examines whether or not repetition of features of a stimulus are subject to wear-out effects that have until now only been tested for the stimulus as a whole. When consumers process features in either a shallower or deeper manner, the level of processing performed dictates the effect of repeated feature exposure on their judgments. When repeated exposures to features are processed in a shallower fashion, there is an enhancement in evaluations with no subsequent downturn, whereas repeated exposure to features that are processed more deeply results in evaluations that exhibit the classic inverted U-shaped pattern. Copyright 2002 by the University of ...
Subjects
free text keywords: Advertising, Stimulus (physiology), Persuasion, media_common.quotation_subject, media_common, Social psychology, Cognition, Psychology, Levels-of-processing effect
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publication . Article . Other literature type . 2002

The Influence of Level of Processing on Advertising Repetition Effects

Nordhielm, Christie L.;