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Television Commercial Wearout: An Information Processing View
Bobby J. Calder and Brian Sternthal
Journal of Marketing Research
Vol. 17, No. 2 (May, 1980), pp. 173-186
Published by: American Marketing Association
Stable URL: http://www.jstor.org/stable/3150928
Page Count: 14
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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.
Journal of Marketing Research © 1980 American Marketing Association