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

Journal of Marketing Research

Volumn 40, Issue 4, 2003, Pages 437-453

  Woltman Elpers, Josephine L C M ^a   Wedel, Michel ^b   Pieters, Rik G M ^c  

^a UNIVERSITY OF GRONINGEN   (Netherlands)

^b UNIVERSITY OF MICHIGAN   (United States)

^c TILBURG UNIVERSITY   (Netherlands)

Author keywords

[No Author keywords available]

Indexed keywords

EID: 0345358729     PISSN: 00222437     EISSN: None     Source Type: Journal    
DOI: 10.1509/jmkr.40.4.437.19393     Document Type: Review

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