The Effects of Time Compressed Advertising on Brand Attitude Judgments

Abstract

Three models of time compression effects on brand attitudes are presented and contrasted. A previous study which competitively evaluated the three theories is replicated and potential shortcomings in the design are corrected. The results of the present study support the earlier conclusion that time compression affects advertising by interfering with message processing. However, the increased attention to non-message cues reported in the prior investigation was not replicated