Television Commercial Wearout: An Information Processing View
Journal of Marketing ResearchPublished 1 May 1980
Bobby J. Calder, Brian Sternthal
Citations94
SJR quartileQ1
SJR score6.96
SNIP2.42
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Abstract
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.
Keywords
PsychologyNeuroscienceBusiness, Management and Accounting
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