| Abstract: | The considerable power of the repeated message leads observational learning theoriests to maintain that television messages have significant impact upon viewers. Television advertisements typically present quick and easy solutions to problems, thus discouraging careful, step-by-step decision making. Consumers who come to expect easy solutions may suffer disillusionment if they extend those lessons to more complex problem solving. This study documents the pervasive problem-resolution format presented in television commercials and draws implications about consumer behavior. |
