Judgmental Rules and Stages of the Familiarity Curve: Promotional Implications
- 1 March 1977
- journal article
- Published by Taylor & Francis in Journal of Advertising
- Vol. 6 (1) , 10-16
- https://doi.org/10.1080/00913367.1977.10672673
Abstract
This paper suggests how the consumer's usage of various composition rules is likely to vary as his product and brand familiarity increase over time. The relationships suggested are based upon empirical findings and theories of information processing. A particular emphasis is placed upon the promotional implications of the suggested relatonships.Keywords
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