haku: @indexterm advertising effectiveness / yhteensä: 556
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| Tekijä: | Cox, D. S. Cox, A. D. |
| Otsikko: | What does familiarity breed? Complexity as a moderator of repetition effects in advertisement evaluation |
| Lehti: | Journal of Consumer Research
1988 : JUN,VOL. 15:1, p. 111-116 |
| Asiasana: | CONSUMER ATTITUDES ADVERTISING EFFECTIVENESS ADVERTISING RESEARCH |
| Kieli: | eng |
| Tiivistelmä: | 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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