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An Investigation of the Influences of Consumer Involvement on Message Repetition Effects

Authors
Publisher
서울대학교 경영대학 경영연구소
Publication Date
Disciplines
  • Psychology

Abstract

One of the issues in message repetition effects in the research of consumer psychology and advertising has been whether there exists wearout effect when message recipients are exposed to a commercial several times. When there exists the wearout effect, this phenomenon is called inverted-U relationship between message repetition and message acceptance. The inverted-U relationship has theoretically been proposed and supported by several studies.

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