Avoiding Television Advertising: Some Explanations from Time Allocation Theory

Time allocation theory holds that individuals allocate their discretionary time purposively, depending upon their time orientation: to the past, present, or future.

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...