The Distraction Hypothesis and Radio Advertising
通过157名男性消费者的实验，研究了广播广告中的分心对认知反应和接受度的影响，发现分心、信息差异和参与度对感受、信念、购买意向和回忆的作用，但结果不支持分心假说。
This study investigates the effects of distraction in a radio commercial on cognitive response and message acceptance. Results from an experiment involving 157 male consumers describe the relative effects of distraction, message discrepancy, and message involvement on subject feelings, beliefs, intentions to buy, and recall. Results fail to support the distraction hypothesis.