search query: @indexterm complexity / total: 120
reference: 65 / 120
| Author: | Janiszewski, C. Meyvis, T. |
| Title: | Effects of Brand Logo Complexity, Repetition, and Spacing on Processing Fluency and Judgment |
| Journal: | Journal of Consumer Research
2001 : JUN, VOL. 28:1, p. 18-32 |
| Index terms: | BRANDS COMPLEXITY CONSUMER RESEARCH |
| Language: | eng |
| Abstract: | It is generally accepted that repeated exposure to an advertisement can influence liking for an advertisement and for the brand names and product packages included in the advertisement. Although it has often been assumed that repeated exposure leads to a direct affective response, more recent evidence suggests that prior exposure leads to processing fluency at the time of judgment. In this article, the authors propose that stimulus characteristics and presentation factors will interact with repetition to determine the amount of processing fluency associated with a stimulus at various levels of exposure. Four studies are used to test whether two-factor theory or dual-process theory provides a better account of the source of the processing fluency. Implications for logo design are discussed. |
SCIMA