Ease of Message Processing as a Moderator of Repetition Effects in Advertising

The study suggests that the effect of repeated advertising exposures on brand evaluations is moderated by the ease with which the advertising message is processed. Increasing exposures enhanced the effectiveness of a difficult appeal, increased then decreased the effectiveness of a moderately difficult appeal, and decreased then increased the effectiveness of an easy appeal. These outcomes support the premise that message effectiveness can be affected by the time available for message processing and the time required for that task.