Television Commercial Wearout: An Information Processing View
Open Access
- 1 May 1980
- journal article
- research article
- Published by SAGE Publications in Journal of Marketing Research
- Vol. 17 (2) , 173-186
- https://doi.org/10.1177/002224378001700202
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.Keywords
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