The Spacing Effects of Multiple Exposures on Memory: Implications for Advertising Scheduling

Alan G. Sawyer and Chris Janiszewski
University of Florida

Hayden Noel
University of Illinois

INTRODUCTION

The effect of repetition and how to best schedule advertising have been the focus of research for decades. For the new media, such questions are no less relevant. Too little is known about the factors that make repeated exposures more or less effective in terms of learning. Our research analyzed the results of many laboratory experiments in verbal learning and marketing about an undisputed phenomenon, the “spacing effect.” This term refers to the fact that spaced multiple exposures distributed over longer intervals typically result in better learning than exposures massed over shorter intervals.

SPACING EFFECTS