Derek has seen a commercial for a phone company so many times that he no longer pays attention to it. Derek is experiencing:

A) sleeping effect.
B) advertising burnout.
C) advertising wearout.
D) stimulus discrimination.

Advertising Wearout

The phenomenon where an advertisement loses its effectiveness due to repeated exposure over time, leading to audience boredom and a decline in response rates.

Advertising Burnout

A situation where consumers become indifferent to advertising messages after being exposed to excessive amounts of advertising.

Sleeping Effect

A phenomenon where the persuasiveness of a message increases with time after it has been initially discounted or forgotten.