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How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market
16 references·1 citing·52 second hop
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References

  • 1991Enhancing and Measuring Consumers' Motivation, Opportunity, and Ability to Process Brand Information from Ads988 cited
  • 1977An Analysis of Information Content in Television Advertising588 cited
  • 1991Consumer Responses to Advertising: The Effects of Ad Content, Emotions, and Attitude toward the Ad on Viewing Time564 cited
  • 1997Predictors of Advertising Avoidance in Print and Broadcast Media561 cited
  • 1994On Using Demographic Variables to Determine Segment Membership in Logit Mixture Models385 cited
  • 2010Narrative and Persuasion in Fashion Advertising349 cited
  • 1988Advertising Repetition: A Critical Review of Wearin and Wearout346 cited
  • 2008A Two-Sided, Empirical Model of Television Advertising and Viewing Markets342 cited
  • 1990The Effects of Comparative Advertising on Attention, Memory, and Purchase Intentions275 cited
  • 1991Television Commercial Evaluation in the Context of Program Induced Mood: Congruency versus Consistency Effects266 cited
  • 2018Does It Pay to Be Real? Understanding Authenticity in TV Advertising211 cited
  • 2017Why Narrative Ads Work: An Integrated Process Explanation202 cited
  • 2008A Cascade Model for Externalities in Sponsored Search167 cited
  • 2010Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing164 cited

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  • 1987Effective Television Advertising: A Study of 1000 Commercials154 cited
  • 1997Comparative versus Noncomparative Advertising: A Meta-Analysis146 cited
  • Cited by

    • 2024The influence of television content on advertisement: a neurophysiological study9 cited