What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

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Date
1988-06
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American English
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Abstract

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.

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Cox, D. S., & Cox, A. D. (1988). What does familiarity breed? Complexity as a moderator of repetition effects in advertisement evaluation. Journal of Consumer Research, 111-116.
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