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How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta
How Likely Are Viewers To Watch Television Commercials: A Connectedness Perspective, Velitchka D. Kaltcheva, Anthony Patino, Dennis Pitta
Journal of Applied Marketing Theory
With the recent return to more advertising-generated content by entertainment providers, it again becomes important to understand what will drive consumers to view commercials. We utilize the construct of television connectedness developed by Russell, Norman, and Heckler (2004) to predict viewers’ propensity to watch television commercials. Based on data derived from a survey completed by 816 residents of the United States, we estimate a logistic regression model and find that older (35+) viewers high on connectedness are more likely to view television commercials. We further employ correspondence analysis of free-response data to uncover differences in motivations to view commercials among …