Advertising Wearout: What and How You Measure Matters
本文分析了两篇关于广告疲劳的论文，发现它们因分析单位（单个广告 vs 广告活动）和测量指标（基于选择的说服力 vs 记忆和态度的语言测量）不同而得出看似矛盾的结论，并讨论了其他差异和一般性结论。
Two recent papers in the JAR (Blair and Rabuck, 1998 and Scott and Solomon, 1998) reach seemingly very different conclusions regarding advertising wearout. An analysis of the two papers reconciles the conclusions by showing that the two papers focus on different units of analysis, single executions versus advertising campaigns, and different measures (a choice-based measure of persuasiveness versus verbal measures of memory and attitude). Other differences in the foci of the two papers are also discussed and some general conclusions about advertising wearout offered.