Howell, William C.2018-12-182018-12-181976Valenti, 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>.https://hdl.handle.net/1911/104902It 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.79 ppengCopyright 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.ThesisRICE2551reformatted digitalThesis Psych. 1976 Valenti