RT Journal Article
SR Electronic
T1 The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 193
OP 197
DO 10.2501/S0021849909090278
VO 49
IS 2
A1 Alan G. Sawyer
A1 Hayden Noel
A1 Chris Janiszewski
YR 2009
UL http://www.journalofadvertisingresearch.com/content/49/2/193.abstract
AB The “spacing effect” refers to the fact that longer intervals between exposures (such as successive presentations of online pop-ups) result in better learning than shorter intervals. This article offers nine empirical generalizations (EGs) about the overall size of the spacing effect and the conditions that make a difference. Our EGs are based on results of a meta-analysis of laboratory experiments in cognitive psychology and marketing. We make several propositions about the implications of our results for planning advertising schedules for the new media as well as more traditional media.