What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

Quasi-Experimentation: Design & Analysis Issues for Field Settings

1979 • 11,624 citations

Attitudinal effects of mere exposure.

1968 • 6,194 citations

Design and Analysis: A Researcher's Handbook

1975 • 5,996 citations

The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations

1986 • 1,907 citations

Novelty, complexity, and hedonic value

1970 • 1,322 citations

Situational Effects of Advertising Repetition: The Moderating Influence of Motivation, Ability, and Opportunity to Respond

1986 • 345 citations

Television Commercial Wearout: An Information Processing View

1980 • 199 citations

Varieties of Mere Exposure: The Effects of Processing Style and Repetition on Affective Response

1985 • 149 citations

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

1986 • 144 citations

Repetition, Cognitive Responses and Persuasion

1981 • 115 citations

Ad Reactions over Time: Capturing Changes in the Real World

1986 • 112 citations

Mere Exposure, Psychological Reactance and Attitude Change

1976 • 90 citations

Attitude formation and mere exposure phenomena: A nonartifactual explanation of empirical findings.

1976 • 78 citations

Response competition as a mediating factor in the frequency-affect relationship.

1970 • 76 citations

Effects of Complexity and Incongruity Variables on Gsr, Investigatory Behavior, and Verbally Expressed Preference

1964 • 76 citations

Children's “like-dislike” ratings of familiarized and nonfamiliarized visual stimuli

1968 • 63 citations

Effects of initial level of response competition and frequency of exposure on liking and exploratory behavior.

1970 • 54 citations

The influence of advertising's affective qualities on consumer response

2011 • 53 citations

The Effects of Frequency and Duration of Exposure on Response Competition and Affective Ratings

1970 • 47 citations

An Application of Learning Theory to TV Copy Testing

1962 • 45 citations

The effect of stimulus uncertainty on the relationship between frequency of exposure and liking.

1975 • 40 citations

Repetition and attitudinal discrepancy effects on the affective response to television advertising

1979 • 39 citations

The Influence of Brand Ambiguity on Brand Attitude Development

1971 • 18 citations

What Happens to Advertisements When They Grow Up

1970 • 12 citations