Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model

Abstract

The authors review the two-factor elaboration model of message repetition effects and report a study of the model's applicability to new product advertising. The study findings do not support the hypothesized inverted-U relationship between repetition and attitude toward a novel commercial and product. However, the underlying processes of learning, tedium arousal, and elaboration were observed. Viewer knowledge and commercial length did not moderate these processes.