Repetition and attitudinal discrepancy effects on the affective response to television advertising |
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Authors: | Donald J. Messmer |
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Affiliation: | School of Business Administration, College of William and Mary, Williamsburg, Virginia 23185, USA |
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Abstract: | 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. |
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Keywords: | Address correspondence to Donald J. Messmer School of Business Administration College of William and Mary Williamsburg Virginia 23185 USA |
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