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The Persuasive Impact of Message Spacing
Author(s) -
Malaviya Prashant,
Sternthal Brian
Publication year - 1997
Publication title -
journal of consumer psychology
Language(s) - English
Resource type - Journals
SCImago Journal Rank - 4.433
H-Index - 110
eISSN - 1532-7663
pISSN - 1057-7408
DOI - 10.1207/s15327663jcp0603_02
Subject(s) - psychology , task (project management) , stimulus (psychology) , persuasive communication , information processing , relation (database) , cognitive psychology , social psychology , computer science , persuasion , data mining , management , economics
Although the persuasive impact of repeated message exposures has been investigated extensively, the effect of varying the spacing of those repetitions on message judgments has not been examined empirically. We use recent theorizing, which suggests that in relation to massed presentations, spaced presentations of a target ad are likely to prompt the allocation of more resources to stimulus processing because spaced exposures are perceived as less familiar. Brand judgments are expected to depend on the resources that are allocated to message processing in relation to those required for this task, and these judgments are expected to be most favorable when the resources allocated to message processing match those required for the task. Our data are consistent with these expectations.