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Cited by 169

The DOI matches its Crossref record; 1 of the 1 references it cites were found in a registry or an index.

What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation

Cox, Dena S., Cox, Anthony D.·1988·Journal of Consumer Research
DOI 10.1086/209149
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Abstract

This article examines how consumers' attitudes toward advertisements are affected by their previous exposure to them. The results of our experiment suggest that the effects of exposure on ad attitudes may be moderated by the complexity of the advertisement: evaluations of complex ads become more positive with exposure, while those of simple ads do not. This finding may help explain why previous studies of ad exposure effects have yielded mixed results.

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Metadata

Authors
Cox, D. S., & Cox, A. D.
Venue
Journal of Consumer Research
Publisher
Oxford University Press (OUP)
Published
1988-06
Volume
15
Issue
1
Pages
111
ISSN
  • 0093-5301 (ISSN-L)
  • 1537-5277
DOI
10.1086/209149
OpenAlex
W2000738357
Cited by
169
References
1
FWCI
8.39
Type
journal article
Language
en
Open access
closed

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CoChat. (2026). Citation check: What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation. https://app.cochat.ai/papers/10.1086/209149
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Cox, D. S., & Cox, A. D. (1988). What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation. Journal of Consumer Research. https://doi.org/10.1086/209149

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Bibliographic data: Semantic Scholar, OpenAlex, Crossref.

Contains information from the Semantic Scholar Academic Graph Datasets, made available under the ODC Attribution License (ODC-BY 1.0).

Semantic Scholar’s data is described in: Kinney, R., et al. (2023). The Semantic Scholar Open Data Platform. arXiv:2301.10140.