The study suggests that the effect of repeated advertising exposures on brand evaluations is moderated by the ease with which the advertising message is processed. Increasing exposures enhanced the effectiveness of a difficult appeal, increased then decreased the effectiveness of a moderately difficult appeal, and decreased then increased the effectiveness of an easy appeal. These outcomes support the premise that message effectiveness can be affected by the time available for message processing and the time required for that task.
Based on previous research, this study formulates hypotheses concerning (1) the psychophysical relationship between musical tempo and perceived activity, (2) a nonmonotonic hedonic effect of musical tempo on affective responses, and (3) a shift in this preference function due to differences in situational arousal. An experiment manipulates tempo in the same piece ot music at 14 different speeds varying by equal percentage increases. T he findings appear to support (1) a strong psychophysical relationship between a multi-item index of perceived activity and the logarithm of musical tempo, (2) a nonmonotonic hedonic curve wherein affective responses reach their most favourable peak at an intermediate level of musical tempo, and (3) a sympathic shift of this single-peaked preference function to the right with increases in situational arousal.
A dichotic listening task within the context of hemispheric specialization provides evidence for enhanced affective responses toward con-ectly recognized stimuli and toward words transmitted to the right ear and music trevismitted to the left ear. These findings appear to support the cognitive-affective model over the independence hypothesis.
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