When Creativity Meets Repetition: Frequency Effects Depend on Exposure Duration

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.


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.


Millie Elsen, Tilburg University, The Netherlands
Rik Pieters, Tilburg University, The Netherlands
Michel Wedel, University of Maryland, USA


NA - Advances in Consumer Research Volume 39 | 2011

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