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| Author: | Anand, P. Sternthal, B. |
| Title: | Ease of Message Processing as a Moderator of Repetition Effects in Advertising |
| Journal: | Journal of Marketing Research
1990 : AUG, VOL.27, p.345-353 |
| Index terms: | ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH CONSUMER CHOICE |
| Language: | eng |
| Abstract: | According to the two-factor theory, initial exposures provide the time needed to learn the message content. This theory is extended in several ways. It is suggested that the effect of repeated advertising exposures on brand evaluations is moderated by the ease with which the advertising message is processed. Message effectiveness can be influenced by the time available for message processing and the time required for that task. |
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