Wearout, Carryover Effects and Decay of Advertising
Ads wear out (i.e. cease to influence receivers) after a number of exposures and must then be replaced. To explain wearout we need a model that describes response to repeated exposures. The model presented in this Chapter specifies primary responses to advertising that may be either thoughtful or automatic, and carryover effects that induce further sales if there has been a sales effect at the primary stage. Carryover effects are persisting changes that occur in a number of ways: change in thinking (framing), purchase reinforcement (purchase is easier if it has been done before), impacts on the distribution system, and the influence of purchasers on other potential buyers.
Although many studies have examined the acute behavioural effects of cannabinoids in rodents, few have examined the lasting effects of cannabinoids at different developmental ages. This study compa...