Examining the vividness controversy: an availability-valence interpretation

Article Abstract:

Why, in some advertising studies, does vividness of image correlate with human attitudes and, in other studies, it seems to have no effect? A pair of University of Illinois professors hypothesize that the difference lies in whether a vivid image resonates with strong concepts in memory. Their 'availability-valence' hypothesis asserts that it is not the image itself that changes consumer attitudes, but its effectiveness as a cue to memory processes.

Advertising, Marketing research, Market research, Senses and sensation, Senses

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Situational effects of advertising repetition: the moderating influence of motivation, ability, and opportunity to respond

Article Abstract:

What are the criteria that legislate the effectiveness of repetition in advertising? One theory argues that repetition continues to be effective with advertisements that have low support and counter argument production levels, but that the effectiveness of repetition in advertising tapers off quickly with advertisements that have high support and argument potential. Experimental testing supported these theoretical assertions.

Repetition (Rhetoric)

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