7 research outputs found
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.</p
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