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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)
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.