Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model

Rethans, Arno J.; Swasy, John L.; Marks, Lawrence J.

doi:10.1177/002224378602300106

Cited by 61 publications

(47 citation statements)

References 26 publications

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“…Repetition. As the second independent variable in this 3 x 3 factorial design, three levels of repetition, one, three, and five exposures, were chosen on the basis of our judgment and past research (e.g., Belch, 1982;Rethans, Swasy, & Marks, 1986). We felt that by the fifth exposure we would be able to observe the negative effects of wear out, at least for the less ambiguous stimulus versions and, at the same time, avoid making the viewing situation overly taxing for the subjects.…”

Section: Edited Videomentioning

confidence: 99%

Music, music videos, and wear out

Goldberg

Chattopadhyay

Gorn

et al. 1993

Psychology and Marketing

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Repeated exposure to a music video was found to forestall wear out relative to repetitive exposure to the music only. Susceptibility to wear out in the case of the music video was further reduced by eliminating the closure associated with the story told by the video. The level of positive cognitive responses was posited as a mediator to help explain the observed results. © 1993 John Wiley & Sons, Inc.

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Section: Edited Videomentioning

confidence: 99%

Music, music videos, and wear out

Goldberg

Chattopadhyay

Gorn

et al. 1993

Psychology and Marketing

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“…This point is optimal in terms of physical comfort, cognitive performance, and hedonic tone. Consumer research with nonmusic stimuli has generally been supportive of an optimal level of arousal (e.g., Anand & Sternthal, 1990;Rethans, Swasy, & Marks, 1986;Sonbanmatsu & Kardes, 1988).…”

Section: Introductionmentioning

confidence: 99%

The effects of background music on consumers' desire to affiliate in buyer‐seller interactions

Dubé

Chebat

Morin

1995

Psychology and Marketing

227

126

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The effect of music‐induced pleasure and arousal on consumers' desire to affiliate in buyer‐seller interactions were investigated in the context of bank services. Background music was manipulated using classical music extracts pretested to vary in pleasure (low, moderate, and high) and arousal (low, moderate, and high) according to the Affect Grid (Russell, Weiss, & Mendelsohn, 1989). Independent and interactive effects of music‐induced pleasure and arousal on consumers' desire to affiliate were found. Higher desire to affiliate was associated with more pleasure and more arousal; pleasure had a stronger positive impact under low and high arousal than under a moderate level, and arousal had a stronger effect under low and high pleasure compared to moderate level. Theoretical and practical implications of the results are provided. © 1995 John Wiley & Sons, Inc.

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“…They also saw the commercials only once. Research shows that repetition of a novel television commercial leads to better recall of ad message content (Rethans, Swasy, & Marks, 1986).…”

Section: Resultsmentioning

confidence: 99%

The effectiveness of subtitles in cross‐cultural television commercials

2019

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Little is known about the effectiveness of subtitles in cross‐cultural advertising messages. In an experimental study, we analyzed the advertising effectiveness of (non‐)subtitled English‐only TV commercials for different global brands. Advertising effectiveness was measured in two ways: communication effectiveness (that is, perceived and actual comprehension of the advertising message and attitude towards the use of English in the commercial) and marketing effectiveness (attitude towards the commercial, the product and purchase intention). In addition, we took into account the verbal complexity of the commercials. We ran the experiment in two Belgian teenagers’ samples: a Dutch‐speaking sample (subtitling region) and a French‐speaking sample (dubbing region). We found that subtitles positively influence the communication effectiveness of English‐only commercials containing words that transcend the language level of elementary English learners. Subtitles also boost the marketing effectiveness of commercials with a significant number of words and expressions at (upper) intermediate learner's level.

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Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model

Cited by 61 publications

References 26 publications

Music, music videos, and wear out

Music, music videos, and wear out

The effects of background music on consumers' desire to affiliate in buyer‐seller interactions

The effectiveness of subtitles in cross‐cultural television commercials

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