To Zap or Not to Zap: A Study of the Determinants of Channel Switching During Commercials - The decision to zap an ad depends upon a household's zap-proneness and category purchase history, the number of times the ad has previously been seen, the location of the pad in which the ad appears, and the duration and quality of the ad.
Year of publication: |
1998
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Authors: | Siddarth, S. ; Chattopadhyay, Amitava |
Published in: |
Marketing science : the marketing journal of the Institute for Operations Research and the Management Sciences. - Hanover, Md : INFORMS, ISSN 0732-2399, ZDB-ID 883054x. - Vol. 17.1998, 2, p. 124-138
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