The Influence of Level of Processing on Advertising Repetition Effects

Christie L Nordhielm

Journal of Consumer Research, 2002, vol. 29, issue 3, 371-82

Abstract: This research examines whether or not repetition of features of a stimulus are subject to wear-out effects that have until now only been tested for the stimulus as a whole. When consumers process features in either a shallower or deeper manner, the level of processing performed dictates the effect of repeated feature exposure on their judgments. When repeated exposures to features are processed in a shallower fashion, there is an enhancement in evaluations with no subsequent downturn, whereas repeated exposure to features that are processed more deeply results in evaluations that exhibit the classic inverted U-shaped pattern. Copyright 2002 by the University of Chicago.

Date: 2002
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Persistent link: https://EconPapers.repec.org/RePEc:oup:jconrs:v:29:y:2002:i:3:p:371-82

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