Predictors of channel switching during live prime time television advertising
The focus of this study is on viewers’ channel switching behaviour during prime-time television advertising breaks. While the extent of channel switching has been studied repeatedly, the factors underlying channelswitching have not been extensively researched within a single study. To date, methodol...
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| Format: | Thesis |
| Language: | English |
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Curtin University
2006
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| Online Access: | http://hdl.handle.net/20.500.11937/1737 |