Why Three Exposures May Be Enough
Integrity signals
Registry
Cites
Statistics
Claims the paper makes
Cited by
Sorted by citations
How advertising works: what do we really know?
Vakratsas, D., & Ambler, T. (1999) · Journal of Marketing · doi:10.1177/002224299906300103 · Cited by 1,436 · see citing works
The Impact of Feelings on Ad-Based Affect and Cognition
Burke, M. C., & Edell, J. A. (1989) · Journal of Marketing Research · doi:10.2307/3172670 · Cited by 614 · see citing works
Humor in Advertising: The Moderating Role of Prior Brand Evaluation
Chattopadhyay, A., & Basu, K. (1990) · Journal of Marketing Research · doi:10.2307/3172631 · Cited by 313 · see citing works
Advertising Repetition: A Meta-Analysis on Effective Frequency in Advertising
Schmidt, S., & Eisend, M. (2015) · Journal of Advertising · doi:10.1080/00913367.2015.1018460 · Cited by 308 · see citing works
The Development of the Hierarchy of Effects: An Historical Perspective
Barry, T. E. (1987) · Current Issues and Research in Advertising · doi:10.1080/01633392.1987.10504921 · Cited by 230 · see citing works
Recognition as a Measure of Learning from Television Commercials
Singh, S. N., & Rothschild, M. (1983) · Journal of Marketing Research · doi:10.2307/3151827 · Cited by 128 · see citing works
Greenberg, A., & Suttoni, C. (1973) · Journal of Advertising Research · doi:10.1080/00218499.1973.12519144 · Cited by 46 · see citing works
An Information-Processing Perspective on Recent Advertising Literature
Shimp, T. A., & Gresham, L. G. (1983) · Current Issues and Research in Advertising · doi:10.1080/01633392.1983.10505345 · Cited by 10 · see citing works
Harshaw, C. E., & Turner, E. T. (1999) · Sport Marketing Quarterly · doi:10.1177/106169349900800405 · Cited by 3 · see citing works
Welsby, P. D. (2025) · Postgraduate Medical Journal · doi:10.1093/postmj/qgaf175
The Prediction Engine: Predictive Brand Encoding and the Music-Cognition Model of Brand MemoryPreprint
Lebedeva-Gule, D. (2026) · SSRN Electronic Journal · doi:10.2139/ssrn.6951338
19619713 Contemporary Media Planning: Fundamentals and Evolution
Choi, C. (2026) · De Gruyter eBooks · doi:10.1515/9783111574462-013
- Authors
- Krugman, H. E.
- Corresponding author
- Krugman, Herbert E.
- Venue
- Journal of Advertising Research
- Publisher
- Informa UK Limited
- Published
- 1972-12
- Volume
- 12
- Issue
- 6
- Pages
- 11-14
- ISSN
- 0021-8499 (ISSN-L)
- 1740-1909
- OpenAlex
- W4414055635
- Semantic Scholar
- a422a4264d9bb253668d9c1dc34f0c59b258b137
- Cited by
- 12
- References
- 0
- Citations by year
- 2026: 2 · 2025: 1 · 2019: 1
- FWCI
- 2.42
- Type
- journal article
- Language
- en
- Open access
- closed
- Locations
- Journal of Advertising Research (publishedVersion)
- Topics
- Social Sciences › Business, Management and Accounting › Marketing › Marketing and Advertising Strategies
- Social Sciences › Sociology and Political Science › Digital Marketing and Social Media
- Social Sciences › Communication › Advertising and Communication Studies
- Keywords
- advertising exposure, exposure frequency, advertising effectiveness
About these checks
Registry, retraction, Cites and statistics results are computed, not judged, with one exception: a printed reference that no index lists is read once by a model before it counts as a citation error. Claims are extracted by a model and kept only when their quote appears verbatim in the text; each cited source is then checked, with a model’s help, for whether it says what the claim relies on. Those verdicts can be wrong — read the claim’s quote and the cited source before relying on one.
Statistics and arithmetic are recomputed, not judged.
Confidence bands are shown only for fields calibrated on our annotated test set. None is calibrated yet, so no band is shown.
What counts as a claim ›How we measure confidence ›How we check this ›
Are you an author, or do you see a problem with this page? Request a review
