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 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....

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