A meta-analysis of the spacing effect in verbal learning: Implications for research on advertising repetition and consumer memory
A meta-analysis of the spacing effect in verbal learning: Implications for research on advertising repetition and consumer memory
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DOI：
10.1086/374692
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发表时间：
2003-06-01
影响因子：
7.2
通讯作者：
Sawyer, AG
中科院分区：
文献类型：
--
作者：
Janiszewski, C;Noel, H;Sawyer, AG
重复广告曝光的效果取决于广告曝光之间的间隔或空间的大小。97口头学习研究的元分析确定了几个刺激的特点和学习环境因素，刺激间距相互作用，以促进记忆的重复信息。大部分的研究结果与两个强化加工的学习解释-提取假说和重建假说的预测是一致的。这两个假设预测，一个有效的重复策略应该鼓励偶然的加工过程中的一个介绍的材料和有意的加工过程中的其他介绍的材料，但这两种类型的加工的最佳顺序不同的假设。因此，最有效的重复策略可以是间隔曝光的组合，所述间隔曝光在涉及的媒体方面交替（例如，电视广告）和较少涉及（例如，广告牌、产品展示）。
The effects of repeated advertising exposures depend on the size of the interval, or space, between ad exposures. A meta-analysis of 97 verbal learning studies identified several stimulus characteristics and learning context factors that interact with stimulus spacing to facilitate memory for repeated information. The majority of the findings are consistent with the predictions of two enhanced processing explanations of learning-the retrieval hypothesis and the reconstruction hypothesis. These two hypotheses predict that an effective repetition strategy should encourage incidental processing during one presentation of the material and intentional processing during the other presentation of the material, but the hypotheses differ about the optimal order of these two types of processing. Thus, the most effective repetition strategy may be a combination of spaced exposures that alternate in terms of media that are involving (e.g., television commercials) and less involving (e.g., billboards, product placements).