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| Author: | Nordhielm, C. L. |
| Title: | The Influence of Level of Processing on Advertising Repetition Effects |
| Journal: | Journal of Consumer Research
2003 : DEC, VOL. 29:3, p. 371-382 |
| Index terms: | CONSUMERS ADVERTISING EFFECTIVENESS ADVERTISING ADVERTISING RESEARCH |
| Language: | eng |
| 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. |
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