PT  - JOURNAL ARTICLE
AU  - Tse, Alan Ching Biu
AU  - Lee, Ruby P. W.
TI  - Zapping Behavior during Commercial Breaks
AID  - 10.2501/JAR-41-3-25-29
DP  - 2001 May 01
TA  - Journal of Advertising Research
PG  - 25--29
VI  - 41
IP  - 3
4099  - http://www.journalofadvertisingresearch.com/content/41/3/25.short
4100  - http://www.journalofadvertisingresearch.com/content/41/3/25.full
SO  - J Advert Res2001 May 01; 41
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.