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Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value
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.
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| JM4002 | PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | Chicago: American Marketing Association 2003 |
|---|---|
| Edisi | Vol. 40, No. 4 (Nov., 2003), pp. 437-453 |
| Subjek | Consumer behavior Information value Consumer attention Commercial Effectiveness Moment-to-Moment Engagement Advertising Interruptions Experimentation in Marketing Research |
| ISBN/ISSN | 0022-2437 |
| Klasifikasi | NONE |
| Deskripsi Fisik | 17 p. |
| Info Detail Spesifik | Journal of Marketing |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas |