Teixeira, Thales S.; Wedel, Michel; Pieters, Rik - In: Marketing Science 29 (2010) 5, pp. 783-804
We develop a conceptual framework about the impact that branding activity (the audiovisual representation of brands) and consumers' focused versus dispersed attention have on consumer moment-to-moment avoidance decisions during television advertising. We formalize this framework in a dynamic...