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

Abstract

Journal Article What Does Familiarity Breed? Complexity as a Moderator of Repetition Effects in Advertisement Evaluation Get access Dena S. Cox, Dena S. Cox Search for other works by this author on: Oxford Academic PubMed Google Scholar Anthony D. Cox Anthony D. Cox Search for other works by this author on: Oxford Academic PubMed Google Scholar Journal of Consumer Research, Volume 15, Issue 1, June 1988, Pages 111–116, https://doi.org/10.1086/209149 Published: 01 June 1988 Article history Received: 01 April 1987 Revision received: 01 October 1987 Published: 01 June 1988