search query: @author Cox, A. D. / total: 3
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| Author: | Cox, D. S. Cox, A. D. |
| Title: | What does familiarity breed? Complexity as a moderator of repetition effects in advertisement evaluation |
| Journal: | Journal of Consumer Research
1988 : JUN,VOL. 15:1, p. 111-116 |
| Index terms: | CONSUMER ATTITUDES ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH |
| Language: | eng |
| Abstract: | An examination of how consumers' attitudes to advertisements are affected by their previous exposure to them. A literature review: advertisement exposure and linking. Stimulus exposure, liking and complexity. Method: overview, subjects, stimulus materials and procedure. Results: manipulation and confounding checks, and general findings. A Figure illustrates the effects of exposure on advertisement evaluation. |
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