Avoiding Television Advertising: Some Explanations from Time Allocation Theory
José I. Rojas-MéndezUniversidad de Taica, Chile
Gary DaviesManchester Business School
The authors wish to acknowledge experian plc that allowed the use of MOSAIC for this research. We would also like to thank Dr. David Bennison, reader in the Locational Planning and Marketing Group, Department of Retailing and Marketing, The Manchester Metropolitan University, and John Byrom, research assistant in the same group, for their assistance with the MOSAIC software
TV ADVERTISING AND AVOIDANCE
While Watching Television we choose whether or not to watch any advertising screened during or between programs....