Siddarth, S.; Chattopadhyay, Amitava - In: Marketing Science 17 (1998) 2, pp. 124-138
We present a conceptual framework to describe the commercial zapping phenomenon and use it to identify factors that … of about 35% of households in the sample, is more zap-prone than the second. For this “zapping segment,” the probability … of zapping a commercial is lower for households who make more purchases in the product category. Also, zapping shows a J …
