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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
DOI: 10.2307/3150928
Stable URL: http://www.jstor.org/stable/3150928
Page Count: 14
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Since scans are not currently available to screen readers, please contact JSTOR User Support for access. We'll provide a PDF copy for your screen reader.
Television Commercial Wearout: An Information Processing View
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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.

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