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Few studies offer a theoretical explanation of the differential effects of massed and spaced advertising. Consequently, conclusions have been mixed. The authors introduce the stimulus sampling model of spacing effects based on Estes' mathematical learning theory. The model posits that massed repetition generates superior memory at short retention intervals, whereas spaced repetition produces superior memory at longer retention intervals. Data from various studies are analyzed, and implications and potential applications of the model in the advertising context are explored.