Effects of Repeating Varied Ad Executions on Brand Name Memory
通过两个实验检验了编码变异性假说，发现注意和编码变异性独立影响品牌名称记忆，且在控制注意差异后编码变异性效应依然存在。
The encoding variability explanation for the superior memorability of varied ad executions over repeated same executions was tested in two experiments. Results show that attention and encoding variability contribute independently to brand name memory and that encoding variability effects are obtained even when attention differences are controlled.