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

서울대학교 경영대학 경영연구소
Publication Date
  • Psychology


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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