Research Details

Television commercial wearout: An information processing view, Journal of Marketing Research

Abstract

Repetition of a pattern of television commercials caused wearout in viewers' evaluation of the commercials and the products being advertised. As predicted by an information processing view, wearout was not forestalled by strategies designed to enhance attention.

Type

Article

Author(s)

Bobby Calder, Brian Sternthal

Date Published

1980

Citations

Calder, Bobby, and Brian Sternthal. 1980. Television commercial wearout: An information processing view. Journal of Marketing Research. 17(2): 173-186.

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