Why do consumers stop viewing television commercials? Two experiments on the influence of moment-to-moment entertainment and information value

J. Woltman-Elpers, M. Wedel, R. Pieters

Research output: Contribution to journalArticleScientificpeer-review

74 Citations (Scopus)
Original languageEnglish
Pages (from-to)437-453
Number of pages16
JournalJournal of Marketing Research
Volume40
Publication statusPublished - 2003

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