Effect of reading and interview fatigue upon readership of magazine advertising

Abstract

The relative importance of original reading fatigue and interview fatigue upon reading of advertisements in thick and thin magazine issues was investigated in this study. Findings, when the number of advertisements in a magazine doubles, were: (1) interview fatigue accounts for 53% to 100% of the decrease in casual observation scores; (2) reading fatigue accounts for 0% to 46% of the decrease in casual observation scores; (3) interview fatigue is relatively less important for "noted" and "seen-associated" readership of one page, black and white advertisements than of one page, four color advertisements; (4) "read most" reading fatigue is practically unaffected by color of the advertisement and seems to be mainly a function of the number of advertisements in the issue; and (5) interview fatigue is a function of interest in the brand and product. Those persons with the greatest interest in the advertised brand show the least interview fatigue. (PsycInfo Database Record (c) 2025 APA, all rights reserved)