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Why do consumers stop viewing television commercials? two experiments on the influence of moment 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. On the basis of this and other findings, advertisers would be ill advised to increase the overall entertainment value at highly informative moments in the commercial or to increase the entertainment value to mitigate the negative impact of momentary high information content on consumers' probabilities to stop watching. Yet, consumers who stop viewing a 30-second TV commercial after a few seconds may still have been exposed long enough to the brand and to the key message to learn about the brand..Printed Journal
Ketersediaan
| Call Number | Location | Available |
|---|---|---|
| PSB lt.dasar - Pascasarjana | 1 |
| Penerbit | American Marketing Association., |
|---|---|
| Edisi | - |
| Subjek | Consumer behavior Statistical analysis Experiments Commercials |
| ISBN/ISSN | 222437 |
| Klasifikasi | - |
| Deskripsi Fisik | - |
| Info Detail Spesifik | - |
| Other Version/Related | Tidak tersedia versi lain |
| Lampiran Berkas | Tidak Ada Data |