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...

Though advertising repetition is a frequently used marketing strategy, its effects are not well understood. The authors report findings from a laboratory experiment in which they investigated the effects of repeating a television commercial as a function of varying the message spacing or lag...

This paper develops a model to measure people’s perception of web pages based on the premise that the World Wide Web is a persuasive technology intentionally designed to change a person’s attitudes and behaviors. The model, derived from the persuasion literature, particularly appraisal...