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dc.contributor.advisor Howell, William C.
dc.creatorValenti, Cornelius D.
dc.date.accessioned 2018-12-18T21:34:49Z
dc.date.available 2018-12-18T21:34:49Z
dc.date.issued 1976
dc.identifier.urihttp://hdl.handle.net/1911/104902
dc.description.abstract It 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.
dc.format.extent 79 pp
dc.language.iso eng
dc.title Effects of repetition of identical and similar advertisements on retention and attitude change
dc.identifier.digital RICE2551
dc.type.genre Thesis
dc.type.material Text
thesis.degree.department Psychology
thesis.degree.discipline Social Sciences
thesis.degree.grantor Rice University
thesis.degree.level Masters
thesis.degree.name Master of Arts
dc.format.digitalOrigin reformatted digital
dc.identifier.callno Thesis Psych. 1976 Valenti
dc.identifier.citation Valenti, Cornelius D.. "Effects of repetition of identical and similar advertisements on retention and attitude change." (1976) Master’s Thesis, Rice University. http://hdl.handle.net/1911/104902.


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