search query: @indexterm consumer durables / total: 213
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| Author: | Smith, S.M. Krugman, D.M. |
| Title: | Viewer as media decision-maker. Digital video recorders and household media consumption |
| Journal: | International Journal of Advertising
2009 : VOL. 28:2, p. 231-255 |
| Index terms: | advertising consumer behaviour decision making consumer durables |
| Freeterms: | households television video recorders media consumption |
| Language: | eng |
| Abstract: | Digital video recorders' (DVR) role in the home and audience behaviour when watching television (here as: TV) with a DVR are evaluated via in-home observations and in-depth interviews. Examined were attention, activities (here as: acvts.) while viewing, selectivity and preparatory acvts. before watching TV. DVR owners see that media decision-making roles traditionally made by networks and advertisers are extended to the household level. Viewers see the DVR as an important technology, being highly engaged in the watched programmes. However, viewers' attention to advertising is severely limited. |
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