Effects of Television Commercial Repetition

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Journal of Consumer Research, Inc.

The Effects of Television Commercial Repetition on Cognitive Response and Message Acceptance Author(s): George E. Belch Reviewed work(s): Source: Journal of Consumer Research, Vol. 9, No. 1 (Jun., 1982), pp. 56-65 Published by: The University of Chicago Press Stable URL: http://www.jstor.org/stable/2488937 . Accessed: 17/08/2012 06:48 Your use of the JSTOR archive indicates your acceptance of the Terms & Conditions of Use, available at . http://www.jstor.org/page/info/about/policies/terms.jsp

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The

Television Commercial Repetition on Cognitive Response and Message Acceptance Effects of

GEORGEE. BELCH*
The cognitiveeffects of advertisingrepetitionare examined by consideringthe impactof three levels of TV commercialexposure withina one-hour program. Attitudesand purchase intentionswere not affected by message repetition, although cognitive responses became more negative as exposure frequencyincreased. The relationship between cognitiveresponses and the message acceptance measures was relatively constantacross the three exposure levels.

effects of repeated exposure to a persuasive communication have long been of interest to social psychologists and marketers. However, research concerning the effects of persuasive message repetition on cognitive processes has been limited in both social psychology and marketing. In social psychology, much of the repetition researchhas been performedin contexts thatdo not involve communication. For example, Zajonc's (1968) theory of mere exposure suggests that a person's attitude toward a stimulus is positively relatedto exposure frequency(an effect Zajonc attributedto the pleasantness associated with hearing an increasinglyfamiliar stimulus). However, mere exposure theory may have limited relevance to the attitudinal effects of persuasivemessage repetition,as this model applies primarilyto simple nonassociative stimuli, such as nonsense syllables or Turkish alphabet characters. Persuasive messages tend to be more complex stimuli and, in the case of advertisingmessages, the focus is generally on objects or ideas presentedin the message ratherthan on the advertisementitself. With the exception of a study by Cacioppo and Petty (1979), the cognitive and affective effects of repeated exposure to persuasive communicationshave generatedsurprisinglylittle researchin social psychology. Attemptsto determinethe effects of advertisingmessage repetitionhave appearedfrequentlyin the marketingliterature (Craig, Sternthal, and Leavitt 1976; Grass and Wal-

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lace 1969; Mitchell and Olson 1977; Ray and Sawyer 1971; Sawyer 1973; Silk and Vavra 1974; Winter 1973). However, most researchinto the effects of advertisingrepetition has focused primarilyon outcome measuressuch as recall, attitude,and purchaseintention,ratherthanconsideringthe underlying processes that might shape and determine reaction to an advertisingmessage following multiple exposures. While knowledge of the repetition function for a persuasivemessage with respect to these outcome variables is important, the cognitive effects of message repetition must also be consideredif insight is to be gained in understandinga recipient'sreactionsto a message following multiple exposures. The purpose of this investigation is to study the effects of repeated exposure to a persuasive communication by examining the impact of television commercial repetition on...
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