To Zap or Not to Zap: A Study of the Determinants of...

To Zap or Not to Zap: A Study of the Determinants of Channel Switching during Commercials

S. Siddarth and Amitava Chattopadhyay
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Volume:
17
Year:
1998
Language:
english
Journal:
Marketing Science
DOI:
10.2307/193162
File:
PDF, 521 KB
english, 1998
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