Effects of Television Commercial Repetition, Receiver Knowledge, and Commercial Length: A Test of the Two-Factor Model
研究检验了双因素模型在新产品广告中的适用性，发现重复与态度之间并非倒U型关系，但学习、厌倦和精细加工过程确实存在，且受众知识和广告时长未调节这些过程。
The authors review the two-factor elaboration model of message repetition effects and report a study of the model's applicability to new product advertising. The study findings do not support the hypothesized inverted-U relationship between repetition and attitude toward a novel commercial and product. However, the underlying processes of learning, tedium arousal, and elaboration were observed. Viewer knowledge and commercial length did not moderate these processes.