Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value

JLCMW Elpers*, M Wedel, RGM Pieters

*Corresponding author for this work

Research output: Contribution to journalArticleAcademicpeer-review

75 Citations (Scopus)

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.

Original languageEnglish
Pages (from-to)437-453
Number of pages17
JournalJournal of Marketing Research
Volume40
Issue number4
Publication statusPublished - Nov-2003

Keywords

  • MONTE-CARLO
  • RESPONSES
  • TIME
  • ATTITUDE
  • DETERMINANTS
  • INVOLVEMENT
  • BEHAVIOR
  • IMPACT
  • MEMORY
  • MODELS

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