When Creativity Meets Repetition: Frequency Effects Depend on Exposure Duration

Millie Elsen, Tilburg University, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Michel Wedel, University of Maryland, USA
Repetition effects are crucially dependent on exposure duration. Counter to two-factor theory, our results reveal that atypical ads do not wear-in under brief exposures, and wear-out rapidly when duration is long or self-paced. Moreover, they show the surprising ability of typical ads to retain high levels of liking across repetitions.
[ to cite ]:
Millie Elsen, Rik Pieters, and Michel Wedel (2011) ,"When Creativity Meets Repetition: Frequency Effects Depend on Exposure Duration", in NA - Advances in Consumer Research Volume 39, eds. Rohini Ahluwalia, Tanya L. Chartrand, and Rebecca K. Ratner, Duluth, MN : Association for Consumer Research, Pages: 647-648.