Zapping Behavior during Commercial Breaks
Alan Ching Biu TseThe Chinese University of Hong Kong andRuby P. W. LeeWashington State University
Consumers can always avoid television advertising by physically leaving the room or engaging in other activities, such as talking to other people around or performing household tasks, or electronically by pressing a button on the remote control to change channels. Channel switching during commercials, also known as channel surfing, channel grazing, or zapping, has become a potentially serious problem for advertisers.
Zapping on the television advertising industry has been studied by many researchers (for example,...