What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation
نویسندگان
چکیده
This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.
منابع مشابه
Sociological Evaluation of the Effect of Advertisement on the Amount and Kind of Consumption among Iranian Women
Today, commercial advertisements are emerged all around the world. They include radio, TV, magazines and newspapers. As it is obvious, advertisement is considered as a live process, an economic activity, industry or profession, and also it is a part of media’s content. Advertisement is a social organization which has no effect on the people, structures, culture and whole community. In this pape...
متن کاملSentence Repetition : What Does the Task
Background: Sentence repetition is gaining increasing attention as a source of information about children’s sentence-level abilities in clinical assessment, and as a clinical marker of Specific Language Impairment. However, it is widely debated what the task is testing and therefore how informative it is. Aims: The study aims to: i) evaluate the effects of different types of long-term linguisti...
متن کاملThe Influence of Affective Variables on the Complexity, Accuracy, and Fluency in L2 Oral Production: The Contribution of Task Repetition
The main purpose of the study reported in this paper was to examine the interrelationships between L2 risk-taking, English learning motivation, L2 speaking anxiety, linguistic confidence, and low-proficiency English as a foreign language (EFL) learners’ speaking complexity, accuracy, and fluency (CAF). A secondary purpose was to test whether task repetition can influence the level of the mentio...
متن کاملThe relationship between task repetition and language proficiency
Task repetition is now considered as an important task-based implementation variable which can affect complexity, accuracy, and fluency of L2 speech. However, in order to move towards theorizing the role of task repetition in second language acquisition, it is necessary that individual variables be taken into account. The present study aimed to investigate the way task r...
متن کاملThe Effect of Task Repetition under Different Time Conditions on EFL Learners' Oral Performance and Grammatical Knowledge Gain
This quasi-experimental study aimed to investigate the effect of task repetition under four conditions on the three dimensions of oral production (accuracy, complexity and fluency) and grammatical knowledge gain of learners of English as a Foreign Language (EFL). 40 young learners of English as a Foreign Language in four classes were randomly assigned into one of the following groups: repetitio...
متن کاملذخیره در منابع من
با ذخیره ی این منبع در منابع من، دسترسی به آن را برای استفاده های بعدی آسان تر کنید
عنوان ژورنال:
دوره شماره
صفحات -
تاریخ انتشار 2007