PREDICTING THE EFFECTIVENESS OF DIFFERENT STRATEGIES OF ADVERTISING VARIATION - A TEST OF THE REPETITION-VARIATION HYPOTHESES

被引：133

作者：

SCHUMANN, DW ^{[1
]}

PETTY, RE ^{[1
]}

CLEMONS, DS ^{[1
]}

机构：

[1] OHIO STATE UNIV HOSP, PSYCHOL, COLUMBUS, OH 43210 USA

来源：

关键词：

D O I：

10.1086/208549

中图分类号：

F [经济];

学科分类号：

02 ;

摘要：

引用

页码：192 / 202

页数：11

共 27 条

[1]

ADAMS HG, 1916, ADVERTISING ITS MENT

[2]

APPEL V, 1971, J ADVERTISING RES, V11, P11

[3]

Bogart Leo, 1984, STRATEGY ADVERTISING

[4]

BURNKRANT RE, 1987, ADV CONSUM RES, V14, P173

[5]

Cacioppo J.T., 1981, ATTITUDES PERSUASION

CACIOPPO, JT ;

PETTY, RE .

[7] TELEVISION COMMERCIAL WEAR OUT - AN INFORMATION-PROCESSING VIEW [J].

CALDER, BJ ;

STERNTHAL, B .

[8]

CRAIG C, 1986, REPETITION EFFECTS Y

[9] CHILDRENS RESPONSES TO REPETITIVE TELEVISION COMMERCIALS [J].

GORN, GJ ;

GOLDBERG, ME .

[10]

GRASS RC, 1969, J ADVERTISING RES, V9, P3