The Effects of Television Commercial Repetition 
Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model Author(s): Arno J. Rethans, John L. Swasy, Lawrence J. Marks Reviewed work(s): Source: Journal of Marketing Research, Vol. 23, No. 1 (Feb., 1986), pp. 50-61 Published by: American Marketing Association Stable URL: http://www.jstor.org/stable/3151776 . Accessed: 31/01/2012 23:11
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J. JOHN L. SWASY, and LAWRENCE MARKS* ARNO J. RETHANS,
elaborationmodelof messagerepetition effects Theauthorsreviewthe two-factor and report a study of the model 'sapplicabilityto new productadvertising.The inverted-U betweenrepdo relationship studyfindings not supportthe hypothesized and product. However,the underetitionand attitudetowarda novel commercial lyingprocessesof learning,tediumarousal,and elaborationwere observed.Viewer lengthdid not moderatethese processes. knowledgeand commercial
Effects
of
Television
Commercial
Repetition,
Length:
?
Receiver A
I
Knowledge, and of the
I
Commercial
Test
Two-Factor
Model
I
The effects of repeated exposure to an advertising message have long been of considerable basic and pragmatic interest to marketers. Early research on the effects of repetition was motivated by the need to estimate the into of parameters a repetitionfunction to be
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 JSTOR is a not-for-profit service that helps scholars, researchers, and students discover, use, and build upon a wide range of content in a trusted digital archive. We use information technology and tools to increase productivity and facilitate new forms of scholarship. For more information about JSTOR, please contact support@jstor.org.
American Marketing Association is collaborating with JSTOR to digitize, preserve and extend access to Journal of Marketing Research.
http://www.jstor.org
J. JOHN L. SWASY, and LAWRENCE MARKS* ARNO J. RETHANS,
elaborationmodelof messagerepetition effects Theauthorsreviewthe two-factor and report a study of the model 'sapplicabilityto new productadvertising.The inverted-U betweenrepdo relationship studyfindings not supportthe hypothesized and product. However,the underetitionand attitudetowarda novel commercial lyingprocessesof learning,tediumarousal,and elaborationwere observed.Viewer lengthdid not moderatethese processes. knowledgeand commercial
Effects
of
Television
Commercial
Repetition,
Length:
?
Receiver A
I
Knowledge, and of the
I
Commercial
Test
Two-Factor
Model
I
The effects of repeated exposure to an advertising message have long been of considerable basic and pragmatic interest to marketers. Early research on the effects of repetition was motivated by the need to estimate the into of parameters a repetitionfunction to be
References: Marketing Research, 17 (May), 173-86. Cohen, J. (1977), Statistical Power Analysis for the Behav- ioral Sciences For further information write Meredith Hellestrae, Department SA-JMR, 1900 Eastc Lake Avenue, Glenview, Illinois 60025 Scott, :Fore:an and Company