Despite skipping and zipping, prior exposure to an ad improves consumers' recall of the message but increases consumers' tendency to avoid previously seen ads.

Question

Quizplus · Accepted Answer

Studies have shown that prior exposure to an ad can improve consumers' recall of the message, but it can also increase their tendency to avoid previously seen ads due to a phenomenon known as "advertising wearout."

Despite Skipping and Zipping, Prior Exposure to an Ad Improves