Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value

J.L.C.M. Woltman Elpers · Michel Wedel · Rik G. M. Pieters

145 citations0/0 files storedJournal of Marketing Research

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Marketing and Advertising Strategies Digital Marketing and Social Media Consumer Market Behavior and Pricing

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.

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1999Well-being : the foundations of hedonic psychology 1983Advances in Consumer Research 1992Advances in Consumer Research 1965The Impact of Television Advertising: Learning Without Involvement 1964Adaptation-level theory : an experimental and systematic approach to behavior 1978Current issues and research in advertising 1998Forecasting new product penetration with flexible substitution patterns 2000A Meta-Analysis of Variance Accounted for and Factor Loadings in Exploratory Factor Analysis

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