Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value.

Authors :: WOLTMAN ELPERS, JOSEPHINE L. C. M.
WEDEL, MICHEL
PIETERS, RIK G. M.
Source :: Journal of Marketing Research (JMR); Nov2003, Vol. 40 Issue 4, p437-453, 17p, 2 Charts, 5 Graphs
Publication Year :: 2003
Abstract: This research demonstrates the positive effects of moment-to-moment entertainment and the negative effects of moment-to-moment information value on consumers' likelihood to continue watching during a television commercial. A notable finding is that both the entertainment and the information value have a strong multiplicative effect on the probability to stop viewing. [ABSTRACT FROM AUTHOR]

Subjects :: TELEVISION advertising
TELEVISION viewers
ADVERTISING effectiveness
ADVERTISING
TELEVISION broadcasting
CONSUMER behavior
MARKETING
INFORMATION-seeking behavior
INFORMATION-seeking strategies
MARKETING strategy
MASS media audiences

Full Text Access

Tools