Few studies offer a theoretical explanation of the differential effects of massed and spaced advertising. Consequently, conclusions have been mixed. The authors introduce the stimulus sampling model of spacing effects based on Estes' mathematical learning theory. The model posits that massed...

This paper contends that television programs generate physiological arousal and that programming induced arousal can be used as a mediating variable to explain the impact of programming on the ensuing commercials. It systematically explores how television programming induced arousal can...

The effect of subliminal sex and death embeds on attention to advertising, change in attitude, behavioral intention, and day-after recall of advertising were investigated for two products. Contrary to findings in some previous research, no significant effects were indicated in the current study...

Copy testing continues to be an important, controversial, expensive and involving area of advertising research. This article reviews four categories of print copy testing methods: learning based measures, affective measures, choice measures and physiological measures. Emphasis is given to how...

Advertising by attorneys has been a controversial issue. Historically, many a learned society has prohibited advertising by its members; and until the 1970s it was believed that commercial speech, including advertising by professionals, being mercantile in nature, did not have the same kind of...