Why Do Consumers Stop Viewing Television Commercials? Two...

Journal of Marketing Research 2003 / 11 Vol. 40; Iss. 4

Why Do Consumers Stop Viewing Television Commercials? Two Experiments on the Influence of Moment-to-Moment Entertainment and Information Value

Woltman Elpers, Josephine L.C.M., Wedel, Michel, Pieters, Rik G.M.
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Volume:
40
Language:
english
Journal:
Journal of Marketing Research
DOI:
10.1509/jmkr.40.4.437.19393
Date:
November, 2003
File:
PDF, 190 KB
english, 2003
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