Time compression, response opportunity, and persuasion
Article Abstract:
Time compression has been considered an effective technique in advertising; some theories claim that compressed time ads are more effective than ads that reflect real time. Three experiments were performed using six rapid commercials and a variety of subject material. The ads were played at various speeds. Results indicate that time compression is an effective technique, if the ads are not compressed over 130 percent of normal speed. In general compressed time advertising captures less of the audience's attention, creates smaller cognitive responses, and adversely affects advertising message quality and advertising credibility.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1986
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Ad reactions over time: capturing changes in the real world
Article Abstract:
The life cycles of television advertising are studied to determine when in the cycle an ad becomes less effective. The study was conducted using 184 people who watched TV during a period of four months. Several ads were used, reflecting a selection that is usually seen on prime time TV. The experimentation indicates that as potential exposure to advertising increases, the individual's evaluation of the advertising decreases. However, it was also indicated that an eight month hiatus from the advertising exposure will return viewers' responses to their initial levels.
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1986
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Consumer response to continuous-display electricity-use monitors in a time-of-use pricing experiment
Article Abstract:
Continuous-display, electricity-use monitors provide more comprehensive electricity cost information than previously considered initiatives. This study analyzes the effect of monitor-provided information on consumers' monthly peak period, off-peak period, and total electricity consumption using an ANCOVA framework. Results indicate that monitoring did not induce conservation but did significantly contribute to shifting electricity use from peak to off-peak periods. (Reprinted by permission of the publisher.)
Publication Name: Journal of Consumer Research
Subject: Social sciences
ISSN: 0093-5301
Year: 1987
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