search query: @author Donthu, N. / total: 11
reference: 9 / 11
| Author: | Donthu, N. Gilliand, D. |
| Title: | The infomercial shopper |
| Journal: | Journal of Advertising Research
1996 : MAR-APR, VOL. 36:2, p. 69-76 |
| Index terms: | ADVERTISING RESEARCH INFORMATION SHOPPING |
| Language: | eng |
| Abstract: | Infomercial advertisements are becoming popular and increasingly more prevalent. The authors provide one of the formal examinations of the infomercial shopper. Using a survey, the authors found that though infomercial shoppers and nonshoppers are demographically similar, shoppers watch significantly more television than nonshoppers and are more convenience seeking, brand conscious, price conscious, variety seeking, innovative, and risk accepting. Infomercial shoppers hold more positive attitude toward advertising and direct marketing. |
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