OsRevisited," Journal of Advertising Research, 11, Ad execution evaluations included thoughts directed at the The effects of television commercial repetition of the commercial and included responses concerning the quality of the commercial, creative style used, voice tones, colors, visual effects, etc.
Fromthese resultswe that hypothesize elaborations well as H5: Effects of Repetition on the MediatingRole of Cognitive Response Also of concern in this study are the effects of message repetitionon the mediating relationshipbetween cognitive responses and message acceptance.
However, when cognitive response measures were delayed, the humorous appeal was superior to the serious message. Markiewicz also suggests that humor may operate as an unconditioned stimulus in a classical conditioning sense and a message paired with humor might elicit a positive response.
The patternof results found for the cognitive response measures was also inconsistent with theoretical expectations. Though this commercialactually was used to introducethe KodakDisc cameraand the ad effective greater-than-usual lengthmay be particularly in the introduction new products,the secondcomof mercial standard.
Three variables were manipulated in the experiment: These data suggest that withinan advertising contextthe major"topic-relevant" elaborations include responses related to product, ad, repetition,and productcuriosity.
The recall score was then calculated by counting the number of correct claims listed by the subject. Markiewicz has noted that the effect of humor on source perceptions tends to be inconsistent: Further, Belch and Belch demonstrated in a later study that unaided recall and intention to use Federal Express, designed as a measure of persuasion, did not reveal any significant effect of humor, number of exposures, and the interactions between the two.
This study also examines changes in the relationship of cognitive response mediators to measures of message acceptanceresultingfrom multipleexposuresto a commercial message. Half of the subjects were exposed to the humorous ad, the remaining subjects were exposed to the non-humorous ad.
That is, for the high of knowledge groupunderconditions highestelaboration the elaboration becamenegative. Four hundred fifty screeningquestionnaires and were administered definea subject to of with pool consisting subjects two differentlevels of knowledgeaboutand experience with photographic equipment.
Despite its major role in the explanation of repetition effects, tedium has not been assessed explicitly in any of the past empirical studies. Also, this investigation examines the use of variation of humorous and serious messages as a possible way of retarding wearout at high exposure levels.
Another theoretical explanation that is relevant to the effects of humor on persuasion is based on learning theory. Duncan and Nelson and Madden and Weinbergeramong others, concede that humor increases commercial effectiveness by drawing more attention from consumers.
Research,8 Februaryfor Measurement and b"Behavioral Models: This study assumed that cognitive response cues generated by the message recipients mediate the effect of repetition on message acceptance,since subjectsin the multipleexposure conditions had the opportunity to become acquainted with the message arguments and had plenty of time to elaborate cognitively upon them.The cognitive effects of advertising repetition are examined by considering the impact of three levels of TV commercial exposure within a one-hour program.
Attitudes and purchase intentions were not affected by message repetition, although cognitive responses became more negative as. George E. Belch and Michael A. Belch (),"An Investigation of the Effects of Repetition on Cognitive and Affective Reactions T0 Humorous and Serious Television Commercials", in NA - Advances in Consumer Research Volume 11, eds.
Thomas C. Kinnear, Provo, UT: Association for Consumer Research, Pages: knowledge and commercial length did not moderate these processes. Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model The effects of repeated exposure to an advertising message have long been of considerable basic and prag- matic interest to marketers.
Belch, George E. and M.
A. Belch (), "An Investigation of the Effects of Repetition on Cognitive and Affective Reactions to Humorous and Serious TV Commercials,". The cognitive effects of advertising repetition are examined by considering the impact of three levels of TV commercial exposure within a one-hour program.
Attitudes and purchase intentions were not affected by message repetition, although cognitive responses. 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.Download