OBSERVATIONS: The Infomercial Shopper
Naveen Donthu and David Gilliland
Long relegated to the domain of the insomniac and the night owl, the infomercial has now been thrust upon the rest of the television viewing public. Ross Perot popularized infomercials in the presidential campaign of 1992, and they have recently become a widely used advertising vehicle. On the tenth anniversary of the FCC's relaxation on an advertisement's time limit, we examine the infomercial and the consumers who purchase products from this form of advertisement.
The infomercial, or long-form informational commercial, is a paid form of advertisement that lasts from...