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| Author: | Pashupati, K. |
| Title: | "I know this brand, but did I like the ad?" An investigation of the familiarity-based sleeper effect |
| Journal: | Psychology & Marketing
2003 : NOV, VOL. 20:11, p. 1017-1043 |
| Index terms: | Advertising Brands Consumer attitudes Television advertising |
| Language: | eng |
| Abstract: | An experiment was designed to investigate the existence of the familiarity-based sleeper effect proposed by Moore and Hutchinson (1983, 1985). Also the effects of advertisement repetition were investigated on the relationship between attitude toward the ad and attitude toward the brand. Television commercials, embedded in a 30-minute television program, were used as stimuli. The data that was gained did not support the existence of a sleeper effect, and provided limited support for the other hypotheses proposed in the study. |
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