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...
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.
