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A Meta-analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory

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  • Janiszewski, Chris
  • Noel, Hayden
  • Sawyer, Alan G

Abstract

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). Copyright 2003 by the University of Chicago.

Suggested Citation

  • Janiszewski, Chris & Noel, Hayden & Sawyer, Alan G, 2003. "A Meta-analysis of the Spacing Effect in Verbal Learning: Implications for Research on Advertising Repetition and Consumer Memory," Journal of Consumer Research, Journal of Consumer Research Inc., vol. 30(1), pages 138-149, June.
    • Handle: RePEc:oup:jconrs:v:30:y:2003:i:1:p:138-49
    DOI: 10.1086/374692
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    Cited by:

    1. Navdeep Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
    2. LEE, Janghyuk & BRILEY, Donnel A., 2005. "Repeat exposure effects of internet advertising," HEC Research Papers Series 809, HEC Paris.
    3. Kronrod, Ann & Huber, Joel, 2019. "Ad wearout wearout: How time can reverse the negative effect of frequent advertising repetition on brand preference," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 306-324.
    4. Velasco, Franklin & Yang, Zhiyong & Janakiraman, Narayanan, 2021. "A meta-analytic investigation of consumer response to anthropomorphic appeals: The roles of product type and uncertainty avoidance," Journal of Business Research, Elsevier, vol. 131(C), pages 735-746.
    5. Li, Xiaolin & Rao, Raghunath Singh & Narasimhan, Om & Gao, Xing, 2022. "Stay positive or go negative? Memory imperfections and messaging strategy," International Journal of Research in Marketing, Elsevier, vol. 39(4), pages 1127-1149.
    6. Marco A. Haan & José L. Moraga‐González, 2011. "Advertising for Attention in a Consumer Search Model," Economic Journal, Royal Economic Society, vol. 121(552), pages 552-579, May.
    7. Jürgen Kornmeier & Manfred Spitzer & Zrinka Sosic-Vasic, 2014. "Very Similar Spacing-Effect Patterns in Very Different Learning/Practice Domains," PLOS ONE, Public Library of Science, vol. 9(3), pages 1-11, March.
    8. Dhruv Grewal & Nancy Puccinelli & Kent B. Monroe, 2018. "Meta-analysis: integrating accumulated knowledge," Journal of the Academy of Marketing Science, Springer, vol. 46(1), pages 9-30, January.
    9. Breuer, Ralph & Brettel, Malte, 2012. "Short- and Long-term Effects of Online Advertising: Differences between New and Existing Customers," Journal of Interactive Marketing, Elsevier, vol. 26(3), pages 155-166.
    10. Navdeep S. Sahni, 2015. "Effect of temporal spacing between advertising exposures: Evidence from online field experiments," Quantitative Marketing and Economics (QME), Springer, vol. 13(3), pages 203-247, September.
    11. Mandal, Sudipta & Sharma, Dheeraj, 2016. "Antecedents and Consequences of Product Innovation: A Meta-Analytic Review," IIMA Working Papers WP2016-03-47, Indian Institute of Management Ahmedabad, Research and Publication Department.
    12. Shachat, Jason & Wang, Hang, 2014. "Are You Experienced?," MPRA Paper 57672, University Library of Munich, Germany.
    13. Wu, Fang & Swait, Joffre & Chen, Yuxin, 2019. "Feature-based attributes and the roles of consumers' perception bias and inference in choice," International Journal of Research in Marketing, Elsevier, vol. 36(2), pages 325-340.
    14. Yang, Zhiyong & Freling, Traci & Sun, Sijie & Richardson-Greenfield, Pam, 2022. "When do product crises hurt business? A meta-analytic investigation of negative publicity on consumer responses," Journal of Business Research, Elsevier, vol. 150(C), pages 102-120.
    15. Freling, Traci H. & Yang, Zhiyong & Saini, Ritesh & Itani, Omar S. & Rashad Abualsamh, Ryan, 2020. "When poignant stories outweigh cold hard facts: A meta-analysis of the anecdotal bias," Organizational Behavior and Human Decision Processes, Elsevier, vol. 160(C), pages 51-67.
    16. Janakiraman, Narayan & Syrdal, Holly A. & Freling, Ryan, 2016. "The Effect of Return Policy Leniency on Consumer Purchase and Return Decisions: A Meta-analytic Review," Journal of Retailing, Elsevier, vol. 92(2), pages 226-235.
    17. Freling, Traci H. & Vincent, Leslie H. & Henard, David H., 2014. "When not to accentuate the positive: Re-examining valence effects in attribute framing," Organizational Behavior and Human Decision Processes, Elsevier, vol. 124(2), pages 95-109.
    18. Ashwin Aravindakshan & Prasad A. Naik, 2015. "Understanding the Memory Effects in Pulsing Advertising," Operations Research, INFORMS, vol. 63(1), pages 35-47, February.

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