Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond
- 1 March 1986
- journal article
- Published by Oxford University Press (OUP) in Journal of Consumer Research
- Vol. 12 (4) , 432-445
- https://doi.org/10.1086/208528
Abstract
It is argued theoretically that the attitudinal gain from advertising repetition should continue to increase rather than level off when consumers faiKeywords
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