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| Author: | Tse, A.C.B. Lee, R.P.W. |
| Title: | Zapping behavior during commercial breaks |
| Journal: | Journal of Advertising Research
2001 : MAY-JUN, VOL. 41:3, p. 25-29 |
| Index terms: | Advertising effectiveness Television advertising Consumer behaviour |
| Freeterms: | Commercials |
| Language: | eng |
| Abstract: | The impact of consumer channel switching, or "zapping", on the effectiveness of TV commercials is addressed. Among the more significant findings in this research is the result that nonzappers can recall more of the brands advertised than zappers. |
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