RT Journal Article
SR Electronic
T1 Zapping Behavior during Commercial Breaks
JF Journal of Advertising Research
JO J Advert Res
FD WARC
SP 25
OP 29
DO 10.2501/JAR-41-3-25-29
VO 41
IS 3
A1 Alan Ching Biu Tse
A1 Ruby P. W. Lee
YR 2001
UL http://www.journalofadvertisingresearch.com/content/41/3/25.abstract
AB 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. Furthermore, for brands that are successfully recalled by zappers, those placed toward the end of a commercial break achieve the highest level of recall.