Construct · 1 fields · 1 citations

repetition-variation hypothesis: a standalone construct

One name. One construct. A landmark on the map.

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repetition-variationhypothesis1 CONSTRUCTRepetition-variationSCHUMANN · ADVERTISING

A single standalone construct; nearby constructs are located against it in the Collider. Tap a field for its definition, unit, and measures.

Advertising

the proposal that varying the cosmetic or substantive features of a repeated ad delays wearout, with the best variation type depending on viewers' processing depth.

In advertising, repetition-variation hypothesis refers to the proposal that varying the cosmetic or substantive features of a repeated ad delays wearout, with the best variation type depending on viewers' processing depth. This meaning comes from Schumann (1990) in Journal of Consumer Research.[1]

Unit
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Nearby constructs

depth3 fields · 6 citationsjingle · one word, three constructshypothesis2 fields · 2 citationsjingle · one word, two constructssubstantive3 fields · 4 citationsjingle · one word, three constructs

References

  1. Schumann, D. W., Petty, R. E., & Clemons, D. S. (1990). Predicting the Effectiveness of Different Strategies of Advertising Variation: A Test of the Repetition-Variation Hypotheses. Journal of Consumer Research, 17(2), 192. https://doi.org/10.1086/208549

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