Elpers, JLCMW

Pieters, RGM

Wedel, M

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

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