Effects of Time Compression on Attitudes and Information Processing
研究两项电视广告发现，时间压缩对认知处理和观看后态度影响较小，会减少回放的想法数量，抑制对广告品牌的正负面态度，降低情感投入，但不影响购买意向。
Research on two television commercials found that time compression had only small effects on cognitive processing and postviewing attitudes. It appears that time compression can result in somewhat fewer ideas being played back in response to open-ended questions, inhibit both positive and negative attitudes toward the advertised brand, and depress positive emotional involvement with the execution. In this study time compression had no impact on consumer buying intentions.