The two-factor theory suggests that there is an optimal number of repetitions for a message.

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The two-factor theory of advertising, developed by Herbert E. Krugman, suggests that repeated exposure to an advertisement affects the viewer's attitude in two phases: increasing interest and acceptance with initial exposures, but leading to boredom and irritation with too many repetitions. It does not specify an optimal number of repetitions for a message.

The Two-Factor Theory Suggests That There Is an Optimal Number