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Television Commercial Wearout: An Information Processing View

Bobby J. Calder; Brian Sternthal

Northwestern University

Journal of Marketing Research 1980

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.

DOI
10.1177/002224378001700202
Volume
17 (2)
Pages
173-186
Language
en
Export
BibTeX
Sources
crossref