A key concept of the two-factor theory on the effects of repetition of ads is that:
A) two separate psychological processes are operating when a consumer is repeatedly exposed to an ad.
B) the success of repetition in persuasiveness is dependent upon the factors of source credibility and attractiveness.
C) consumers are one factor in the success of an ad and the other factor in any given circumstance is largely unknown.
D) learning increases as forgetting decreases.

Question

Quizplus · Accepted Answer

The two-factor theory suggests that two psychological processes are at play: one that increases familiarity and liking through repeated exposure (up to a point), and another that leads to boredom or annoyance with too much repetition.

A Key Concept of the Two-Factor Theory on the Effects