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Investigating the Simultaneous Presentation of Advertising and Television Programming

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References

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151 cited

1998To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials116 cited

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2010The Impact of Advertising Attitudes on the Intensity of TV Ads Avoiding Behavior18 cited
2022Media multitasking, advertising appeal, and gender effects17 cited
2016Spot Length and Unaided Recall in Television14 cited
2013Do new forms of television advertising occasion better recall than traditional advertising spots?10 cited
2021How Multitasking during Video Content Decreases Ad Effectiveness: The Roles of Task Relevance, Video Involvement, and Visual Attention10 cited
2018Evaluations of a sequence of affective events presented simultaneously6 cited