S-Space College of Business Administration/Business School (경영대학/대학원) Institute of Management Research (경영연구소) 경영논집 경영논집 vol.22 (1988)
An Investigation of the Influences of Consumer Involvement on Message Repetition Effects
- Lee, Haksik
- Issue Date
- 서울대학교 경영대학 경영연구소
- 경영논집, Vol.22 No.1, pp. 188-217
- One of the issues in message repetition effects in the research of consumer psychology and advertising has been whether there exists wearout effect when message recipients are exposed to a commercial several times. When there exists the wearout effect, this phenomenon is called inverted-U relationship between message repetition and message acceptance. The inverted-U relationship has theoretically been proposed and supported by several studies.
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