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

Statistical principles in experimental design.

1962 • 27,228 citations

The Measurement of Meaning

1957 • 8,915 citations

Statistical Principles in Experimental Design

1964 • 8,376 citations

Attitudinal effects of mere exposure.

1968 • 6,194 citations

The Handbook of Research on Teaching

1962 • 1,998 citations

Experimental and quasi-experimental designs for research on teaching

1963 • 1,446 citations

Novelty, complexity, and hedonic value

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Artifact in behavioral research

1969 • 1,189 citations

Assimilation and contrast effects in reactions to communication and attitude change.

1957 • 645 citations

The Cognitive Processes Mediating Acceptance of Advertising

1973 • 393 citations

Assimilation and contrast effects of anchoring stimuli on judgments.

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Changing Brand Attitudes Through Modification of Cognitive Structure

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The AB Scales

1962 • 242 citations

Demand Artifacts in Laboratory Experiments in Consumer Research

1975 • 239 citations

Extent of opinion change as a function of amount of change advocated.

1957 • 138 citations

Response competition, frequency, exploratory behavior, and liking.

1968 • 131 citations

Effects of varying trait inconsistency and response requirements on the primacy effect in impression formation.

1970 • 113 citations

Repetition in Media Models: A Laboratory Technique

1971 • 99 citations

Advertising Wearout: An Experimental Analysis

1976 • 98 citations

Students as Subjects in Consumer Behavior Experiments

1972 • 96 citations

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

1970 • 76 citations

An Attitudinal Framework for Advertising Strategy

1972 • 66 citations

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

1970 • 47 citations

Advertising Wearout: An Experimental Analysis

1976 • 44 citations

Intuition as artifact in mere exposure studies.

1974 • 43 citations

Students as Subjects in Consumer Behavior Experiments

1972 • 41 citations

Repetition in Media Models: A Laboratory Technique

1971 • 36 citations

An Attitudinal Framework for Advertising Strategy

1972 • 30 citations

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1971 • 25 citations

Attitude Change and Communication-Attitude Discrepancy

1965 • 23 citations

Parameters of Social Influence in the Autokinetic Situation

1964 • 21 citations

Opinion Change as a Function of Communication-Attitude Discrepancy

1963 • 19 citations

Cognitive Dissonance and the Effectiveness of Persuasive Communications

1964 • 16 citations