What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

Date
1988-06
Language
American English
Embargo Lift Date
Department
Committee Members
Degree
Degree Year
Department
Grantor
Journal Title
Journal ISSN
Volume Title
Found At
Abstract

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.

Description
item.page.description.tableofcontents
item.page.relation.haspart
Cite As
Cox, D. S., & Cox, A. D. (1988). What does familiarity breed? Complexity as a moderator of repetition effects in advertisement evaluation. Journal of Consumer Research, 111-116.
ISSN
Publisher
Series/Report
Sponsorship
Major
Extent
Identifier
Relation
Journal
Rights
Source
Alternative Title
Type
Article
Number
Volume
Conference Dates
Conference Host
Conference Location
Conference Name
Conference Panel
Conference Secretariat Location
Version
Full Text Available at
This item is under embargo {{howLong}}