Effects of repetition of identical and similar advertisements on retention and attitude change

dc.contributor.advisorHowell, William C.en_US
dc.creatorValenti, Cornelius D.en_US
dc.date.accessioned2018-12-18T21:34:49Zen_US
dc.date.available2018-12-18T21:34:49Zen_US
dc.date.issued1976en_US
dc.description.abstractIt is generally held that repetition enhances the effectiveness of television advertisement in terms of information retention and affective rating. The present experiment examined this effect in light of similar predictions made by the encoding variability and mere exposure hypotheses. Seven different groups of 17 subjects each served in a between groups design. Conditions were defined by different levels of presentation frequency (one, three, and six) and repetition similarity (low, medium, and high). The results suggest that greater frequency and lower similarity (higher variability) of repetition enhance retention measures. No firm conclusions could be made concerning the affective ratings. These findings were interpreted as providing support for the encoding variability hypothesis, but not for the mere exposure hypothesis. The implication of these findings for advertising repetition, in particular, and stimulus repetition, in general, were discussed.en_US
dc.format.digitalOriginreformatted digitalen_US
dc.format.extent79 ppen_US
dc.identifier.callnoThesis Psych. 1976 Valentien_US
dc.identifier.citationValenti, Cornelius D.. "Effects of repetition of identical and similar advertisements on retention and attitude change." (1976) Master’s Thesis, Rice University. <a href="https://hdl.handle.net/1911/104902">https://hdl.handle.net/1911/104902</a>.en_US
dc.identifier.digitalRICE2551en_US
dc.identifier.urihttps://hdl.handle.net/1911/104902en_US
dc.language.isoengen_US
dc.rightsCopyright is held by the author, unless otherwise indicated. Permission to reuse, publish, or reproduce the work beyond the bounds of fair use or other exemptions to copyright law must be obtained from the copyright holder.en_US
dc.titleEffects of repetition of identical and similar advertisements on retention and attitude changeen_US
dc.typeThesisen_US
dc.type.materialTexten_US
thesis.degree.departmentPsychologyen_US
thesis.degree.disciplineSocial Sciencesen_US
thesis.degree.grantorRice Universityen_US
thesis.degree.levelMastersen_US
thesis.degree.nameMaster of Artsen_US
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