Ease of Message Processing as a Moderator of Repetition Effects in Advertising
研究发现广告重复曝光对品牌评价的影响受信息加工容易度调节：困难诉求随曝光增加效果提升，中等难度诉求先升后降，容易诉求先降后升。
The study suggests that the effect of repeated advertising exposures on brand evaluations is moderated by the ease with which the advertising message is processed. Increasing exposures enhanced the effectiveness of a difficult appeal, increased then decreased the effectiveness of a moderately difficult appeal, and decreased then increased the effectiveness of an easy appeal. These outcomes support the premise that message effectiveness can be affected by the time available for message processing and the time required for that task.