Television Commercial Wearout: An Information Processing View
Journal of Marketing ResearchPublished 1 May 1980
Bobby J. Calder, Brian Sternthal
Citations202
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...
Keywords
PsychologyNeuroscienceBusiness, Management and Accounting
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