Repetition and attitudinal discrepancy effects on the affective response to television advertising

Autor:	Donald J. Messmer
Rok vydání:	1979
Předmět:	Marketing Repetition (rhetorical device) Perception media_common.quotation_subject technology industry and agriculture Laboratory experiment Television advertising Psychology Social psychology Affective response health care economics and organizations media_common
Zdroj:	Journal of Business Research. 7:75-93
ISSN:	0148-2963
DOI:	10.1016/0148-2963(79)90027-4
Popis:	Significant, favorable attitudinal response toward both the brand and ad were observed at the first exposure in a laboratory experiment on the effects of repeated exposure to television advertisements. At higher levels of repetition, lower, although still positive, ratings were obtained. Response was significantly mediated by prior brand attitude. Mean differences in attitude toward the brand and ad were only partially accounted for by changes in brand perception.
Databáze:	OpenAIRE
Externí odkaz:	https://explore.openaire.eu/search/publication?articleId=doi_________::d43ca15ab22a752b7b3e514aef9b1018 https://doi.org/10.1016/0148-2963(79)90027-4 Zobrazit plný text záznamu