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Describing the Dynamics of Attention to TV Commercials: A Hierarchical Bayes Analysis of the Time to Zap an Ad
16 references·2 citing·51 second hop
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this work references cited by second hop

References

  • 1988The Role of Involvement in Attention and Comprehension Processes2,070 cited
  • 1996The Value of Purchase History Data in Target Marketing754 cited
  • 1991Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time564 cited
  • 1983Children's Understanding of Television: Research on Attention and Comprehension366 cited
  • 1988Advertising Repetition: A Critical Review of Wearin and Wearout346 cited
  • 1998On the Heterogeneity of Demand275 cited
  • 1976Young Children's Attention to "Sesame Street"214 cited
  • 2003Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value145 cited
  • 1995Visual Attention to Programming and Commercials: The Use of In-home Observations125 cited
  • 1998To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials116 cited
  • 1969Advertising management109 cited
  • 2001Benchmarking Advertising Efficiency103 cited
  • 1993Zapping and Its Impact on Brand Purchase Behavior81 cited
  • 1993Attentional Inertia and Recognition Memory in Adult Television Viewing78 cited
  • 1979Consumer Initial Processing in a Difficult Media Environment

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76 cited
  • 1991A temporal analysis of free toy play and distractibility in young children54 cited
  • Cited by

    • 2020Viewing time as a cross-media metric: Comparing viewing time for video advertising on television and online17 cited
    • 2022How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market13 cited