Do Spacing and Valence Influence Brand Evaluations?

This paper illuminates how the spacing of stimuli influences affective reactions. The findings indicate that people prefer negative stimuli in massed presentation forms and positive stimuli spaced apart. Two theories may explain this phenomenon: processing fluency and affective habituation. This research enhances understanding of how adjacent ads influence advertisement/brand evaluations.


Hayden Noel and Robert Arias (2015) ,"Do Spacing and Valence Influence Brand Evaluations?", in NA - Advances in Consumer Research Volume 43, eds. Kristin Diehl , Carolyn Yoon, and , Duluth, MN : Association for Consumer Research, Pages: 800-800.


Hayden Noel, University of Illinois at Urbana-Champaign, USA
Robert Arias, University of Illinois at Urbana-Champaign, USA


NA - Advances in Consumer Research Volume 43 | 2015

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