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An Investigation of the Influences of Consumer Involvement on Message Repetition Effects

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Authors
Lee, Haksik
Issue Date
1988-03
Publisher
서울대학교 경영대학 경영연구소
Citation
경영논집, Vol.22 No.1, pp. 188-217
Keywords
188-217
Description
1988-03
Abstract
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.
ISSN
1229-0491
Language
English
URI
http://hdl.handle.net/10371/54242
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College of Business Administration/Business School (경영대학/대학원)Institute of Management Research (경영연구소)경영논집경영논집 vol.22 (1988)
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