The three-exposure hypothesis suggests that consumers have selective attention processes as they consider advertisements.

Question

Quizplus · Accepted Answer

The three-exposure hypothesis, proposed by Herbert Krugman, suggests that a consumer needs to be exposed to an advertisement three times for it to be effective: the first exposure makes consumers aware of the product, the second generates information, and the third serves as a reminder. It does not specifically address selective attention processes in considering advertisements.

The Three-Exposure Hypothesis Suggests That Consumers Have Selective Attention Processes