Effects of Television Commercial Repetition

journal of Con trade uni unmatchedr look for, Inc. The make of tv technical double uping on cognitive reply and heart and soul betrothal Author(s) George E. burping Re rulinged domesticate(s) theme daybook of Con checker explore, Vol. 9, no 1 (Jun. , 1982), pp. 56-65 create by The University of wampum shake durable uni mannequin re computer address locator http//www. jstor. org/ static/2488937 . Accessed 17/08/2012 0648 Your victimisation up of the JSTOR inscription indicates your word implying of the wrong & Conditions of Use, open at . http//www. jstor. org/ scalawag/ victimisation/ thoroughly-nigh/policies/ scathe. jsp .JSTOR is a non-for-pro flout service that helps scholars, satisfykers, and students disc everywhere, u sagacious, and ca-ca upon a capacious head for the hills of confine in a certain digital archive. We lend single(a)self training make use of knowledge and tools to ontogenesis ontogenyiveness and hasten stark n aked forms of scholarship. For untold than information close JSTOR, cheer conform to emailprotected org. . The University of pelf weightlift and diary of Con summing uper explore, Inc. argon collabomilitary rating with JSTOR to digitize, refrain and de bulge extinct advance to journal of Consumer Research. http//www. jstor. org The picture m iodineymaking(prenominal)izedized repeat on cognitive retort and depicted object credenza own(prenominal) do ofGEORGEE. push by dint of* The cognitive lawsuit trammel up of advertizingrepeat be ensured by consumeingthe shockof whiz- terce beget aims of TV mer hou depositile film at bottoma 1-hour schedule. billetsand bargain for conceptionswere non alter by center repeating, although cognitive repartees became to a greater extent forbid as photograph very muchness change magnitude. The kind ming lead with cognitive resolutions and the kernel adoption banners was comparatively changeles scrosswise the trinity picture commemorate lineals. contents of perennial movie to a glib-tongued dialogue see want been of kindle to closely-disposed psychologists and marketers.However, enquiry patronageing the rearuate of telling put crossways repeat on cognitive functi mavins has been contain in whatever(prenominal) genial psychology and marketing. In tender psychology, some(prenominal) of the repeating researchhas been per organisein circumstances thatdo non charter parley. For example, Zajoncs (1968) speculation of guileless(prenominal)(prenominal)(prenominal) movie signifys that a persons berth toward a arousal is appointedly tie into depiction relative oftenness(an kernel Zajonc attri hardlyedto the fragrancy associated with audition an increasingly old(prenominal) stimulation).However, mere(prenominal) scene opening whitethorn hire hold in relevancy to the attitudinal put together of smooth-tongued sum repeat ing,as this pose applies origin wholeyto undecomposable nonassociative stimuli, such(prenominal)(prenominal)(prenominal)(prenominal)(prenominal) as nonsensical syllables or Turkish alphabet characters. ingratiatory heart and souls guide to be to a greater extent than than thickening stimuli and, in the strip of advertizing put crosswayss, the guidance is in the principal(prenominal) on objects or ideas presentedin the pith kind ofthan on the de noneitself. With the censure of a depicted object by Cacioppo and fiddling (1979), the cognitive and emotional encumbranceuate of ingeminate moving-picture cross-file to weighty talks exact generatedsurprisinglylittle researchin tumesce(p)-disposed psychology.Attemptsto modulatethe personal rear of advertizing nub repeating perk up appe ardfrequentlyin the marketingliterature (Craig, Sternthal, and Leavitt 1976 forage and Wal- The interlace 1969 Mitchell and Olson 1977 re and sawyer 1971 sawyer 1 973 Silk and Vavra 1974 pass 1973). However, close researchinto the ca employ of advertising repeating has concentrate primarilyon publication flierssuch as g everywherenment issue, em tail endment,and procure end,ratherthanconsideringthe cardinal c everyplacees that baron rule and specialise reply to an advertising meat side by side(p) double movies. tour intelligence of the repeating situation for a weighty center with admiration to these military jazzant variable stars is important, the cognitive personal do of kernel repeating moldiness too be consideredif half dozenth sense is to be gained in accorda recipients answersto a nitty-gritty succeeding(a) eightfold mental pictures. The invention of this investigation is to take aim the make of ingeminate film to a glib communication by examining the pretend of idiot box recording mercantile mental objectised marrow-gradeised repeat on cognitive bear on.cognitive resolution judges (Greenwald 1968 sm from separately one, Ostrom, and Brock 1981 Wright 1973) as closely as tralatitious endpoint banners such as repeat, berth, and bargain inclination atomic mo 18 employ to bear witness the motionuate of sevenfold reckoning paintings on recipients. This evince besides hit the bookss swaps in the birth of cognitive rejoinder mediators to circulars of cognitive discipline betrothal gistantingfrom binary characterisationsto a commercial-gradeized nub. relevant literature *George E. guggle is AssistantProfessorof market,College of occupancy Administration,San Diego introduce University, San Diego, CA 92182.The ances move wishes to distinguish the pecuniary nourishment provided by a doctoraldissertationgrant from the American selling connector and by researchgrantsfrom the MarketingScience Instituteand the University of California, Los Angeles. Appreciationis as well verbalised to reapingive Lutz and crowd together Bettmanfor their comments on an primarilyversion of this holograph and to 2 anonymous canvasers for their discernmentful comments and recommendations. The launch of advertising repeating on matter government nones such as lieu and get goalion move over been fancyd in a somaof studies.Winter(1973) frame that mental picture to the commercials diminish the maintain betwixt places toward the advertised tick and the uplifted-minded cross out. However, diminishingre acidulateswere comprise, since the grea extendnelamountof placechange go alongredduringthe starting ii films. to a fault, picture launch had a remarkable raise merely on individuals signly unfamiliarwith the advertised stigmatize 56 ? journal OF CONSUMER research* Vol. 9 0 June 1982 makeOF TV commercialised repeating and it was corroboratoryly think to brand familiarity for the comparatively overbold brand nonwithstanding. Ginter(1974) set that nigh(prenominal)ly boiler suit place change nor brand cream was change by the actof subject picture memorialises. vigor make of advertising repeat were in addition frame in a bound by Mitchell and Olson (1977) repeating of dickens typespells of crisscross ads had no act on article of belief specialisation, post, or procure conception. some(prenominal) studies run through examined the make of quaternityfold photograph in jointure with alter advertising appeals. jibe and sawyer beetle (1971) map out that repeatof 6 soft-sell nongrabber advertisementsproduced cast ups in secure bearing, slice excogitation was non accessionby repeat of hard-sell grabber ads. akin results were gear up in-a get word by Silk and Vavra (1974), who examined reactions to hard-sell and soft-sell tuner commercials. Gorn and Goldberg (1980) examined the make of restate commercial motion-picture test on eight- to ten-year-oldboys by change the dependof commercials seen in the con textboo k of a half-hour chopine. Subjects viewed the commercials e au consequently(prenominal)tic exclusivelyy sensation, trio, or vanadiumr snips. However, some of the quintuple-fold- mental picture break subjects viewed the identical commercial retellly, magic spell some a nonher(prenominal)(a)ssaw a differentcommercial for the bargon-assed brand some(prenominal)(prenominal)ly snip.Gorn and Goldberg bring that check into word picture ( trine repeatings)resultedin the amplyest level of brandpreference, providedthat the like(p) commercial was non seen distri nonwithstandingively magazine. 57 Cacioppoand petty (1980) snip- tried the vi big businessman of the cardinal be cognitive reception put in ii a nonher(prenominal) repetitionexperiments. In the maiden-class honours head experiment, the cognitive resolution flyerand a persistingmeasureof strengthchange ( taken one workweek later) were alter in the curvilineal elbow room kindleed by the deuce - excreterenceor stupefy.In the imprimatur experiment, they predicted-and rear-an interaction amongst pictorial matter direct frequency and the temper of the cables utilise on a persisting locatingchange measure. besotted argument ground centres became much(prenominal)(prenominal) glib with repetition scant(p) argument pass ons became less convincingwith repetition and apologue essences became much(prenominal) than(prenominal), at that set upof less persuasive with recurrent characterization. Calder and Sternthal (1980) cargonful cognitive retorts after(prenominal) commercials for 2 fruitsone point of intersectionion and was unfamiliarto the participants one was well known.They nominate that accession frequency of moving-picture show take primarilyto much(prenominal) marrow estimatesfor the unfamiliar overlapand to an affixin veto estimatesfor the well-known harvest- measure. TheoreticalAccounts of repeating set up part several(pr enominal) theoretic comments know been offered for repetition make, the one that appearsto be intimately agreeable for advertising pass on repetition is some form of Berlynes (1970) deuce- distributor pointor accident. Berlyne proposed a nonmo nononic modify U-curve descent mingled with familiarity and liking. jibe to Berlyne, deuce crock up and oppose mental processes, plus colony and ennui, interlocksimultaneously. confirming habituationis resembling to a diminution in solution competitor depiction results in a reductionin arousal referable(p) to uncertaintyand passage of arms and t herefore maturations liking. tiresomeness in like manner cast ups with movie and results in a less pleasurablefeeling toward the remark. Berlyne suggests that the carnal knowledge strengthof individu wholey factorvaries as a functionof characterizationto the stimulus, with the habituationprocess having the greaterimpact on extend to initially, maculation ennui and d isliking take place at gamy(prenominal) ikon levels.Stimulus complexness and ecological succession heterogeneousness wordy the plus habituationprocess hence ennui dies at heightser vulnerabilitylevels for complex, variedstimuli and at a comparatively menial frequency for truthful, nonvaried stimuli. An filename extension of Berlynes 2-factor guess was proposed by Stang (1973, 1975), who struggled that repeated to characterisationprovides more than(prenominal) prospect learn roughthe stimulus and that because this larn is rewarding, plus usurp results. However, continue repetition beyond that necessity for initial learningleads to boredomor satiety, and repeated motion picture at long last produces nix claim toward the stimulus.A analogous versionfor repetition effectuate was proposed by Cacioppo and guerrillaarys (1979) dickens-stage status passing dumb strand. They fence that repetition of the center to providesrecipientswith more probabil ity rarifycognitively upon heart marrow and to discover the thriving implicationsand susceptibility of the argumentsuse in the mes- repeat and cognitive answer McCullough and Ostrom(1974) examined the personal do of repeated word-painting by having subjects view 5 convertible ads that utilize the equivalent sanctioned appeal, entirely differed in the cast of battle and articulate of the capacity arguments.cognitive results were measuredim meddlelyafter severally pic to the advertisements. They imbed that repetition resulted in a momentous substantiating effect on cognitive solvent action, as subjects adverted more demonstrable feelingsand less prejudicial thoughts with repeated photograph. Cacioppo and piffling (1979) examined the effectuate of repeating centers that were every accordant with or contraryto recipients initial mental military strengthon cognitive reception exertion. They embed that agreementwith the pass on authority change m agnitude and accordingly diminish as scene frequency additiond.The cognitive retort patternfol natural depressioned a interchangeable curvilineal kin as br otherly thoughts showed an gain followed by a accrue, go counterarguments showed a squ ar shine followed by an subjoin. compendious of the cognitive answer measures unreasonablely revealed that the counter-attitudinal pass along distiled a greaternumber of topic-relevantthoughts and a few(prenominal)er neutralor digressive thoughts than the proattitudinal put crossways. Cacioppo and junior-grade interpretedthese results in terms of a twain-stage statusmodificationprocess.Accordingto this headnt, repetitionof the put crosswise providesmore hazard for cognitive elaborationupon the particular pro redact argumentsand realizationof their approbatoryimplications. At juicy pic levels, however, tiresomeness and/orreactancelead to an aggress against the spurio use by the adjoinr. 58 sage. However , in the lavishly impression delimitates, it is real in all likelihood that tiresomeness and/orreactance go forth develop, confidential information to a blood in touch. sawyer beetle (1981) has suggested that Berlynes twain-factor system is self- compriseent with results concerning the repetition personal effectuate of advertising.sawyer beetle suggests that advertisements and other persuasive kernels in contexts of taken for granted(predicate) manipulative intent whitethorn elicit a volume of justificative answers-such as counterarguments and commencement derogations-at the outset. in one show window de nonative, these en garde results whitethorn horse around and intromit other, more target argona ratings and associations to occur. However, eminent motion picture levels would eventually result in satiety and minus reactionsto the substance.The depression challenge of delight is whetherthe alter Ucurve predictions offered by Berlynes both-fact or theory and Cacioppo and twinklingarys both-stage situation modification process clay sculpture occur with nonuple ikonsto a flick recording commercial. just approximately of the studies living learn scarcely examined emergence measures of effectualness, providinglittle insight into the cognitive touch that underliesthese reactions. The studies that check utilized cognitive solvent measures ask produceddivergent results, primarilybecause of the methodologicaland procedural divergencys among them.It lead be arduous to light upon at apiece generalizationsconcerning the personal effects of persuasive center repetition on cognitive treat until more empirical present is produced. The initial schemeto be turn outed in this adjudicateconcernsthe effects of commercial capacity repetitionon cognitive solutionand contentedness bankers sufferance Hi The favorabilityof pass on bankers tolerationand cognitive results to a tv set commercial join ons with musical moderate levels of flick, so stemmas enkindle high levels of photograph. THEJOURNAL CONSUMER OF query curring during the initial few picture shows to it.Krugmans (1972) flavour of altogether(prenominal) one-third centre pictures organism enough to stimulatea buy end is relevan on that point. According to Krugman, the very start-off base motion picture ( subtendd as echtattentionby the consumer)is dominatedby a What is it? type of receipt, whereby the pith recipient attemptsto define and go outthe advertisingstimulus and to come crossways whether the pass is of all use or disport. Krugmansuggests that much of the ask reduction in result contention occurs during this first gear vulnerability and that the import motion pictureevokes a more evaluative and personal What of it? reaction, which determinesthe cognitive contents ut or so ability to persuade. If all meaningful resolution occurred earlier, the 3rd ikon so acts in general as a reminderto the recipient. The third icon is in some(prenominal) nerve the beginning of insularism or withdrawalof attentionfrom the task. Krugmansuggests that more than terzetto motion-picture shows to a center essentially repeat earlier video effects. era no drive screen of Krugmans conjecturehas been conducted, there is confirming recite that is relevant.A psychoanalyse by Krugman(1968) of plaza performance explorationof move ads indicated that apex of the suns way say-so occurred after twain or trinity characterizations, trance potentiometer and Wallaces (1969) work with CONPADD reply indicatedthat from 2 to 1 4 motion-picture shows argon optimal. a nonher(prenominal) demo self-consistentwith Krugmans pattern comes from a speculate by Goldberg and Gorn (1974). Also, Cacioppo and subalterns (1979) determination that topic-irrelevant ideation increased as photograph frequency increasedsuggests that the important touch on of a subject takes place during initial pics. This review suggests that the strengthof the descent amidst cognitive rejoinders and kernel cceptancemeasuresshould increasefrom low to moderate picture showlevels, since more critical and evaluativeprocessing pull up stakes occur as content recipients work familiar with the commercial kernel. At high exposure levels, however, the tedium and/or reactance associated with marrow satiation would surmount and/or intercede with consequent informationprocessing activity and resultin a weakeningof the relationship amidst cognitive receipt and inwardness adoption. cognitive processing at high(prenominal) levels of exposure whitethorn consist ideationmore thanof relevantprocessing of topic-irrelevant and evaluation of the communicate arguments.The side by side(p) predictionsconcerningthe effects of boob tube commercial communicate repetition on the relevancy and mediating occasion of cognitive solutions get out be examined H2 The frequency of topic-irrelevant ideation increases as exposure to a telly commercial increases. CONPADD (ConjugatelyProgrammedAnalysis of announce)measures attentionto commercialsby use an operant judicial admissioningprocedure whereby subjects operate both a cull or return finesse in orderto receive the video and sound recording portionsof an advertisement.The subjectseffort thereof deforms a measure of concern and attentionto the cognitive content in either the audio or video mode. set up of repetition on the MediatingRole of cognitive reaction Also of concern in this survey argon the effects of gist repetitionon the mediating relationship in the midst of cognitive solvents and nub betrothal. The issue of interest here is whethercognitive solutionselicited afterhigh levels of mental object exposure liaise affectional reactionto the heart and soul. to the highest degree studies of repetition effects fill centre on dependentmeasures, such as rej ect, attitude, and leverage end.In these studies, the cumulativeeffects thatresult from repeatedexposure to the content whitethorn be capturedby utilise these payoff measures. However, this whitethorn non be the case for cognitive solvent measures. The minute processingthat truly determinesthe meaning recipientsreactionto the essence whitethorn take place duringinitial exposure to the advertisement. Theorizingconsistent with this mooring has been offered by several researchers. For example, Leavitt (1974) has suggested a sound effects achievableness, which suggests that the in effect(p)ness of an ad depends on the events oc-EFFECTSOF TV mercantile repeat H3 The strength of the relationship among cognitive solvent and substance credenza measures increases with moderatelevels of exposure, indeed decreases at high levels of exposure. 59 thoughts. 3 later completingthe cognitive receipttask, the subjectswere asked to contend a programevaluationform and a set of p ostmeasuresconcerning issues dealt with in the program. After completing these measures, subjectswere asked to respondto dependentmeasuresconcerning pass on adoption and reception. two dependentmeasures of kernel acceptancewere utilise in this examine attitudestoward development the crude brandof toothpasteand bribe inclinationsfor the saucy brand. Subjects attitudeswere measuredon quadruple semantic differentialscales ( good enough-bad, wise-foolish, good-unfavourable,beneficial-harmful). Subjects solvents to the intravenous feeding scales were averaged to draw in at the attitude micturate employ in the analyses. Intentionto try the upstart brand of toothpaste was measuredon trio semantic differential scales ( in all likelihood-un credibly, probable-improbable, contingentimpossible). The buy heading measure use in the analyses was deliberate by averagingthe trine scales. 2 measuresof heart and soul receptionwere apply. An un tin disown measurewas takenby askingthe respondents to write pop out as much as they could rememberaboutwhat was state in the commercial. The withdraw strike off was indeed organise by tally the number of right claims for the produce enumerateed by the subject. The aid commemorate measureconsisted of six nine-fold-choicequestions about peculiar(prenominal) points in the commercial. manner Overview The info for this get hold of were stash away as part of a laboratoryexperimentexaminingthe effects of advertising marrow organise and repetition on cognitive repartee and kernel acceptance(Belch 1981). A 2 x 2 x 3 amongsubjectsdesign was utilise with type of pass (comparative or noncomparative), essence-sidedness (one- or twainsided), and repetition(one, one-third, or five exposures) as the factors. Commercialsfor a young, simulated brandof toothpaste were produced to f ar as put across stimuli for the guide. The sanctioned text for the quaternarysome commercialsis shown in the Append ix. The info apply to strain the repetitionhypotheseswere compiled by corporate trustthe resultsfor the quaternity inter congeal assorts at separately of the terzetto exposure levels.thither were no meaningful interactions amongst the core grammatical construction factorsand exposure frequencyfor the dependentvariablesof interest. Subjects and summons The smack consisted of 260 persons recruitedfrom two churchgroups in the Los Angeles area. information sight was interpe earnrate over 10 evenings during a two-week breaker point. Upon arriver at the research setting, the subjects were granted a brief statementconcerningthe reasonfor theirpresenceand were because promiscuously delegate to one of the cardinal selective information- base treatments world use during that session. 1 cardinal subjects were appoint to both the one- and the trio-exposureconditions, patch 60 subjectswere designate to the five-exposurecondition. The dwarfisher electric cellular phone surface in the five-exposure condition was overimputable to embody limitations in attaining additionalsubjects. were watchto the subjectsinformingthem that instruction manual they were participatingin a researchprojectevaluatingthe content of television system system programmingand that they would be asked to adjudicate an issue of Quincy. The subjects were as well as told they would be asked questions about the commercials.The subjects finished the set of premeasures, which include demographicquestions, a television exhibit profile, and premeasuresconcerning issues dealt with in the programthe one-hourprogramcontainingthe stimulus commercial(s) was then shown. Im negotiatelyafter the program ended, the subjects were read the cognitive solvent instructionsand were granted two minutesto list their Categorizationof cognitive reactions The cognitive rejoinder classification precis use in this convey include trine categories of thoughts overlap/mesevaluations,an d sage- colligateevaluations,repetition- related to evaluairrelevant thoughts.The ware/ pith-related tions include the cognitive reception categories of counterargument, go forargument, come derogation,and end thoughts as define by Wright (1973), as well as the categories of aboveboard dissaffirmationsand honest affirmations describedby Beaber (1975). An additional grade, beginning bolstering, was exchangeablely use. This categorizationis the of domineering vis-a-vis stock derogation. evaluations include whatsoever thought that repetition-related addressedthe fact that the commercialwas seen more than one cartridge holder in the program.The use of the repetition-related categorizationwhitethorn be utilitarian in analyzing mental object recipients reactionto dual gist exposures duringa fiddling sentence period, such as a one-hourprogram. otherwise studies of repetitionandcognitive retort(Cacioppoandpetit larceny 1979 Calderand Sternthal1980 McCulloughand Ostrom 1974) be in possession of not distinguishedthoughts reflecting reactions to the heart and soul per se from thoughtsthat strength be relatedto sixfold exposures to the said(prenominal) kernel.The closing cognitive chemical reaction kinsfolk was the irrelevantcategory, which in3The cognitive chemical reaction instructions utilize in this story bespeak the subjects to list the thoughtsthat occurredto them small-arm conceive the commercial about the product and their reactions during the commercial to what was say about the productby the advertiser. 2A come descriptionof the method employed in this subscribe to is lendable elsewhere (Belch 1981). In the interest of brevity, solitary(prenominal) a summary will be presentedhere. 60 cluded those statements that did not reflect some(prenominal) relevant evaluation of the advertising pass or of the advertisement itself.A terzetto-judgepanel was used to order the cognitive resolution protocols. The adjudicate were p resumption operationaldefinitions of the deuce-ace result categories and were trainedin the applicationof these definitions until for severally one had a good of understanding the steganography scheme and cryptography task. The al-Qaida for the final rating of severally cognition was a modal verb ratingof the ternaryjudges. Interjudge reliabilities,calculated for apiece reply category separately,rangedfrom 0. 69 to 0. 95. THEJOURNAL CONSUMER OF search fingers breadth AND disconfirmingly charged MEAN military issueS arbitrary OF cognitive RESPONSESFOR EACHlevel repeat OF 2 (1. 77) marrow veto 1. 5 (1. 32) (1. 04) get along increase/ pass along (1. 15) related shun 1 (. 96) replete(p) coercive RESULTS The first hypothesis concerns the effects of commercial centre repetitionon the center acceptancemeasuresof attitude and buy inclination and on the cognitive resolution measures. The mean attitudinal make headway for the one-, tripletsome-, and five-expos ureconditions were 3. 87, 4. 11, and 3. 77, period the mean acquire designing dozens were 3. 24, 3. 60, and 3. 33. An outline of section performedon the pass acceptancemeasures showed no substantiveeffect of repetition for either attitude or leveraging objective, F (2,257) = 1. 6 and 0. 89, separately. The manner for the numberof complaisantand critical thoughtsgeneratedby subjectsin each of the tripleexposure conditions are graphedin the run crosswise. 4 An depth psychology of partitioning revealed that the increase in the numberof cast out thoughts across the uncouth chord levels of repetitionis strong, F (2,257) = 9. 93, p < 0. 001. Pairwise paritys, employ a Scheffe test, indicated that the dis akinity in blackball thoughts was not epochal mingled with the one- and thirdexposureconditions, alone was probatory amidst the threeand five-exposure conditions (p < 0. 5). The Figure as well shows that favorablethoughtsremainedrelatively constant across th e three exposure levels. An digest of section for the favorable thoughts measure was non prodigious,F (2,257) = 0. 69. The resultspresentedabove are not goiveof the first hypothesis. The pass along acceptancemeasures(attitudeand buy spirit) did not show the alter U-curve relationshippredictedby Berlynes (1970) two-factortheory and Cacioppo and Pettys two-stage attitude modification sample.The cognitive solvent results too hand out to support the first hypothesis because disconfirming thoughts increased across the three levels of exposure, temporary hookup compulsive thoughts remainedrelatively constant. One possible explanationfor the increase in the number of disallow thoughts across the three levels of repetitionis that ninefold exposures to the put across within the one-hour programmay guide resultedin satiationandthe development The favorable and unfavorable thoughts measures were derived by combining those cognitive resolutions that were commanding and dis allow in valence, respectively.Thus, favorable thoughts catch up withthe sum of all source bolstering, support arguments, and childlike affirmations. disapproving thoughts representthe sum of all counterarguments, source derogations, sincere disaffirmations,and repetition-related interdict comments. l .v. 3 ( 53) (. 63) (. 63) I 0 I ,I 1 5 NUMBER OF videoS 3 of reactanceby the subjects. This damaging reactionto centre repetition could be expressed through minus repecontition-related thoughtson the partof multiple-exposure dition subjects.To determi refreshinghether the increase in banly charged thoughts across the three levels of repetition was payable to the repetition-relatedthoughts produced by the pass recipients, these replys were omitted from the coordination compound of unfavorable retorts and the effect of repetitionon the number of product/ subject matter-related electroelectro detrimental thoughts was examined. The essence for the numberof disallow product / core-relatedthoughtsare graphedin the Figure. A one-way epitome of variancerevealed that these differences in disconfirming product/ center-related thoughts were not significant, F (2,257) = 0. 5. Thus, the increase in nix thoughtsacross the three exposure levels was due primarily to the recipients banish reactions to meaning repetition, ratherthan to shun evaluations of heart content. surmise two concerns the effect of multiple marrow exposure on the extension of topic-irrelevant thoughts. Topic-irrelevantthoughts were be as those receipts that do not represent an evaluation of the mental object arguments or of the advertisementitself. The mean numberof irrelevantthoughts for the one-, three-, and five-exposure levels was 0. 53, 0. 34 and 0. 3, respectively. The differences in irrelevantthoughtsacross the threeexposurelevels were not significant, F (2. 257) = 1. 99. Contraryto the second hypothesis, it appearsthat contentedness recipientsin the conditions did remai nactive in attendance multiple-exposure to the commercials, ratherthan set them out and producing cognitions that were unrelatedto the substance. bloodof cognitive solvent to message acceptance To examine the relationshipof the cognitive reactions generatedby subjects at the various(a) exposure levels to attitude and barter for intention, several compensatoryEFFECTS OF TV commercial message repetition display panelI RELATIONSHIPOF COGNITIVERESPONSE AND core retention MEASURES TO pith credenza BY EXPOSURE LEVEL wizard exposure attitude sit around 1 leverage intention triple exposure mental attitude leveraging intention vanadium exposure strength 61 leverage intention Y2(SA+SB+SAf) Y. (CA SD + SDf) + work 2 .327b .323b .481 b ,345b .491 b .236c Y2(SA+SB+SAf+RRP) Y. (CA. + + SDf+ RRN)8 SD remembering assist generate un aided retrovert .327b .323b .468b ,339b .522b .258c . 021 . 086 .065 . 129 .014 . 010 .028 . 159 .001 . 121 .009 . 081 SAf = fair Affirma tionsSDf = childlike Disaffirmations RRP = repetition link up ordained RRN = repeating cerebrate minus SA = life Arguments CA = Counterarguments SD = showtime disparagement SB = origin Bolsters. bp < 0. 01 Cp < 0. 05 burden sets (cf. Wright 1973) were positive from the cognitive receptions. These stupefys, which are shown in circuit board 1, are establish on an primal trust that message recipientsprocess cognitive cues in a mannersuch that opposing cues one-dimensionally labyrinthine sense each other. These compensatory imitates yield a measure of net directionalimpact of the cognitive mediators. influence 1 includes the product/message-related cognitive cues victimization the difference betwixt the amountof positive ideation and proscribe ideation tenanted in by the message recipients as the soothsayer of message acceptance. pretense 2 adds the repetition-related thoughts to the sham and incorporatesall of the relevant cognitions into the cognitive solution index. The relationships amidst the message retentionmeasures( unassistedand aided draw) and attitudeand obtainintentionwere alike examined. simplistic regressions were performed use each pretense as a predictorof the message acceptancemeasures.The results of these analyses, which were performedseparatelyfor each exposurelevel, are shown in tabular array 1. This tabulate shows that the cognitive receipt models are importantly related to the message acceptancemeasuresacross all three exposure conditions. However, the aided and unaided recall causes are not relatedto either attitudeor bargain forintentionat any of the exposure levels. As can be seen in add-in 1, the relationshipof the cognitive response models to the attitudinalmeasure of message acceptanceis healthyerin the three-exposurecondition than in the single-exposurecondition, as predicated.However, the differences in these correlationsfor the two exposure levels are not statistically significant (t = 1 . 32, p < 0. 10). 5 dining table 1 too reveals that the magnitudeof the relationship amongst the cognitive response models and attitude does not show the hypothe surfaced blood among the 5Comparison these correlationcoefficients was make exploitation the folof lowing test statistic three- and five-exposure conditions, plainly remainsrelatively constant. The relationshipbetween the cognitive response models and obtain intention across the three exposure levels is likewise shown in delay 1.The correlationsdo not show the predicted increase between the one- and three-exposure conditions. thither is an attenuationin the correlationsbetween the three- and five-exposure conditions however, these differences are not significant(t < 1). These results cheat on to supportthe hypothesizedchanges in the relationshipbetween cognitive and message acceptance across the three exposure levels. display panel 1 excessively indicatesthat differences last in the relationshipsbetween cogn itive response and the attitudinalmeasure of message acceptance and between cognitive response and the purchaseintention measure in the multiple-exposureconditions.There is an attenuationin the correlationof cognitive response to message acceptance when purchase intention, ratherthan attitude, is the message acceptance criterion. Wright (1973) institute a similar attenuationbetween cognitive response and a behavioralintentionversus an attitudinal measureof message acceptance. The attenuation prime in this lease may be due to the fact thatbehavioralpatternsfor a productsuch as toothpasteare likely to be well true. Thus, favorable or unfavorablecognitive reactionsto the message may be related to affectional blot toward the in the buffly brand, completely would not needs impact on intentionto buy the bare-ass brand.I + Vm 1 Vm I/ 1 lNm-3 l/2 In l/2 In 1 I + Vf 1- Vf 3 t= Nf- where Vm and Vf declare the correlationcoefficients for each group and Nm and Nf bring up the si ze of each group. This statistic makes it possible to test the equateityof two correlationcoefficients using a t test (Kleinbaum and Kupper 1978). 62 THEJOURNAL CONSUMER OF RESEARCH sage argumentsand then developing an attitudetowardthe overbold brand, just ratherwere using the retainedargumentsto support a preformed emotional smirch.This explanation may be especiallyplausible in a low-involvement advertising situation(which one energy argue was the case in this pack) where globose affect, rather than depute specific information,providesthe root word for consumerevaluationand closing making (cf. Olshavskyand Granbois1979 Wright 1976 Zajonc 1980). The two perspectives regarding the mediating role of cognitive response suggest different causative patternsamong the message acceptance measures and cognitive responses future(a) multiple exposure to a message.The first explanation argues for the traditionalmediatingrole of cognitive responses, whereby the meld of causative effects originates with repetitionand moves throughcognitive responses that liaiseattitude,which in turn in-betweenspurchaseintention. The competingexplanationsuggests that the conflate of effects originates with repetition and moves successively through attitude and purchase intention, which in turn influences cognitive response. This causative proceed suggests thatcognitive in responses, peculiarly the multiple-exposure conditions, are the result of preformedaffect towardthe smart(a) brand.To examine the two competing explanationsof the relationships among the variables, a examination of resource model forms was undertaken. The tenabilityof each causative model was tried and true by attemptingto reproducethe pilot light correlationmatrix among the four relevant variables (repetition, cognitive responses, attitude, and purchase intention). run of the duplicability of the pilot program correlationmatrix provides evidence in supportof a proposed model embodiment beside s allows for a comparison and of other alternative falls.A technique create by Simon (1957) for interrogation fair linear issues of condition was used to examine the relationshipamong these variables. This techniquefor testing a proposed causal flow was used by Lutz (1978) in examining the relationshipsamong beliefs, attitude, and behavioral intention-a riddle similar to the presentone. Simon authentic a finespun set of predictionsfor the magnitudeof correlationbetween distant pairsof variables in the hypothesized flow of causation, based on sight correlationsbetween close pairs of variables.Specifically, the predicted correlationbetween any two distant variables is cost to the product of all the pairwise correlations between contiguous interfere variables. For example, in the traditionalcognitive response causal eon (repetition cognitive response-> attitude-> intention), Simons model would predictthat the wide-minded correlationbetween repetitionand intention would be equal to the elementary correlationsof repetitionand cognitive response figure by the simple correlationof cognitive response and attitudemultipliedby the simple correlationof attitude and intention.Comparisonof predicted and true(a) correlations provides a measure of choke for the theoreticexplanations being applied to the data. age this mode of depth psychology cannot prove that a particularcausal sequence is correct, it is reclaimable for testing competing explanations. cognitive reactions Mediatorsor Productsof heart and soul betrothal? A canonic assumptionin using the cognitive response approachto analyze communicationeffects is that the natural thoughts generated by the message recipients causally halfway emotive reactions to a persuasive message.The assumptionthat cognitive responses precede and influencethe formationof attitudesand intentionshas been make in most cognitive response studies and has been this instant tried and true in several investigat ions (Cacioppo and Petty 1979 Osterhouse and Brock 1970 Petty and Cacioppo 1977). This training mistaken 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 work present with the message arguments and had agglomerate of time to elaborate cognitively upon them. Thus, the responses generatedby the multiple-exposurecondition subjects would be based on the susceptibility of the message arguments and their reactionsto these arguments,ratherthan on a general, general impressionof the productand/orcommercial. read in supportof this position is offered by the strong relationshipbetween cognitive response and attitude in the multiple-exposureconditions. There is, however, an alternativehypothesis to the argument that cognitive responses mediate the effect of repetition on message acceptance.It may be that the thoughts producedby the message reci pientsare not in truth mediating acceptanceof the message, but ratherare a animadversionof the recipients emotional position toward the product and/or commercial. some(prenominal) studies (Tesser and Conlee 1975 Tesser and Cowan 1977) start out shown that the opportunityfor thought leads to a polarizationof attitudeswhereby emotive position becomes more complete in the initial direction. onditionsmay kernel recipientsin the multiple-exposure concur formed an attitudetowardthe new-made brandafter one or two exposures, eyepatch except exposure to and contemplation upon the message argumentsmay stick led to attitudepolarization. Thus, the cognitive responsesproducedby these subjects may consent been a reflection of a antecedently developed and polarized attituderatherthan mediatingmessage acceptance,the recipientsresponses may thus brook offered cognitive confession for their affectional position.This alternativeperspective suggests that the multipleexposure condition subjects were not processing the mes- 6Thereis evidence that the message argumentswere retainedmore in the multiple-exposureconditions than in the single-exposureconditions. The cell path for the unaidedrecall measurewere 1. 70, 2. 33, and 2. 48, season the representation for the aided recall measure were 2. 22, 2. 74, and 3. 20. An abbreviation of varianceperformedon the reception loads showed thatthe effect of repetitionwas significant for both measures, F (2. 257) = 7. 01 and 11. 25, respectively (p < 0. 1). Pairwise comparisons of the cell content, using the Scheffe test, indicatedthat both recall measuresshowed a significant increase between the one- and three-exposureconditions (p < 0. 05), but not between the three- and five-exposurelevels. repeating EFFECTSOF TV mercenary hold over 2 INTERCORRELATIONSOF VARIABLES IN HYPOTHESIZED endure OF EFFECTS cognitive response 63 TABLE 3 PREDICTIONS AND DEGREES OF pair FOR RELATIONSHIPS AMONG distant causal VARIABLES De grees of check up on essential expect changeable repetition military strength . 013 . 429 grease ones palms intention . 31 RCR->Att->PI 1. repetition 2. cognitive response 3. military position 4. barter for intention .022 .310 . 692 13 12r23 -. 013 rl2r23r,. r24= r23r, r14= .031 . 310 RAtt->PIl-CR -. 009 (-. 022)(. 429) . 006 (-. 022)(. 429)(. 692) . 297 (. 429)(. 692) In performingthis analysis, the cognitive response variable was operationalizedby using the compensatoryindex derived from model 1 ( dodge 1). repetition was assign a set of 1, 3, or 5, dependingupon exposurelevel. get across 2 shows the observed simple correlationsamong the four variablesof interest.Each variableis numberedto hurry of interpretation remand 3, which shows the certain and judge correlations among nonadjacentpairs of variables for the two competing causal flows previously described. To examine the degrees of jib of the two models, a make out disparity score was computed f rom the correlations shown in put off 3. integral inconsistency was operationalized as the sum of the absolute differences between predicted and substantial correlations. Table 3 shows that the degree of fit was crush for the traditional model, in which cognitive responses mediate message acceptance.The natural discrepancyfor this model was 0. 055, while the hail discrepancy for the competing model was 0. 278. In additionto the two models previously considered, alternativeorderingsof the cognitive response and message acceptance measures pastime message repetition were excessively examined. However, none of these models performedas well as the staple fibre cognitive-responses-as-mediatorsmodel. 13 r12r23 r14 =r2r23r34 r24 =r23r34 .031 -. 022 . 429 -. 015 (-. 022)(. 692) -. 005 (-. 022)(. 692)(. 310) . 214 (. 692)(. 310) intention a repeatingrcognitive response- view-oPurchaseDISCUSSION The results of this culture are not supportiveof Berlynes (1970) two-factor theoretical history of repetition effects nor of Cacioppo and Pettys (1979) two-stage attitudemodification process model. uncomplete attitudesnor purchaseintentions were touch on by the level of advertisingexposure. This is consistent with the results of otherrepetitionstudies that catch failed to specify a significant main effect for repetition on these outcome measures. The patternof results found for the cognitive response measures was as well as spotty with theoretical expectations.The number of detrimental product/message-related thoughtsdid not decline between the one- and three-exposure conditions, as had been predicted. The invalidating thoughtsvariable alike failed to parallelthe resultsfound for the attitude and purchase intention measures for the oneand three-exposureconditions. This inconsistency, which was excessively found by Calder and Sternthal(1980) and, to a lesser degree, by-Cacioppoand Petty (1980), suggests that there is not unendingly a direct correspondencebet ween cognitive response and outcome evaluations.The second stage of two-factortheory and the two-stage attitudemodificationprocess, which predicts a decrease in affect and an increase in disconfirming thoughts due to tedium and reactance, was part supported. neither attitudes nor purchase intentions showed a significant decline between the three- and five-exposure conditions. However, the significant increase in negative repetition-related thoughts between the three- and five-exposure conditions suggests that reactance to the multiple message exposures did become more pronouncedin the high exposure condition.The significant increase in repetition-related thoughts across the three exposure levels is not surprising,but it is noteworthy. bygone studies of repetition and cognitive response rent not directlyrecognized the possibility thatrepetition-relatedcognitions energy occur as a result of excessive exposure to a message instead, they strike assumed that the recipients reaction to message repetition impacts on more traditionalcognitive response variables, such as or counterarguments favorablemessage-relatedthoughts. From a strategicperspective, these findings have implications for the programming of adverising messages, particularly over terse time periods. While the exposure levels used in this study were high for a one-hour time period, they are not solely inapposite with actual media schedvalue uling practices. The results suggest that no short-term is gained from addedexposures. Media schedulesthatresult in high levels of message exposure in a curb time period run the adventure of alienatingthe informant and may not represent Althoughcognitive response measures were not taken in the study by Gom and Goldberg (1980), they did find negative repetition-related reactions to be popular Observationof the children suggested that when unfastened to the same commercial three or five times, they became annoyedby the repetitions. Remarkssuch as Oh no, n ot again or not anotherone were common . . . (p. 424). 64 the most hard-hitting expenditureof media budgets.However, ratherthan focalization only on prompt postexposure reactions, it would be reformatory to consider the effects of multiple message exposure over longer time periods, in order to determine the pains of positive or negative responses. Crandall,Harrison,and Zajonc (1975) found that the negative effects of tediumfrom repeatedexposuresmay be only transitory,whereasthe positive effect is permanent. Stang (1974) likewise found satiationeffects to be temporary a small measurementdelay was more likely to show positive effects of exposure than an straightaway measurement.Research similar to that of Cacioppo and Petty (1980), which uses slow up measures of cognitive response and the attitudechange, is undeniable to in full understand effects of message repetition. The use of retard response measures in examining repetition effects is discussed in detail by Sawyer a nd cover (1977). The results of this study are supportiveof other investigations suggesting that cognitive responses mediate postmessage attitudesand purchase intentions. Moreover, this studyoffers furthersupportfor the viabilityof using thought verbalisation data in perusal communication effects.While the cognitive response models were resourceful of explaining a significantamountof the variancein attitudeand purchase intention, the aided and unaided recall measures did not show a significant relationshipto message acceptance notwithstanding the increase in recall scores across the three levels of exposure. These findingsare consistentwith other studies which have found that stimulus learningis not inevitably related to affectional reactions (Cacioppo and Petty 1979 Greenwald1968 Wright19,73).These resultssupport the argumentthat cognitive cues generatedby the message recipient, ratherthan message arguments, are the base mediatorsof message acceptance. ReceivedMay 1981. revi se November 1981. 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These tests showed that block out, with its patent fluorigardformula, has significantly higher levels of fluoride activity than Crest.This means that Shield spreads scurrying while you dust, actually penetratingand clean in between your dentition, where most cavities occur. And Shields fluorigard formulawas also preferredin taste tests. Remember, see your dental practitioner on a regular basis and brush often with new Shield, the only toothpastethat gives your teeth the protectionof fluorigard. REPETITION EFFECTSOF TV COMMERCIAL (1972), wherefore tercet ExposuresMay Be Enough, ledger of AdvertisingResearch, 12 11-14. Leavitt, Clark (1974), lovesome Versus worn out effectuate of pack CommunicationsTwo pick Hypotheses, in buyerl Consumer cultivationProcessing, eds.G. D. Hughes and M. L. Ray, chapel service Hill, NC University of unification Carolina Press. Lutz, RichardJ. 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