publication . Article . Other literature type . 2010

Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing

Thales S. Teixeira; Michel Wedel; Rik Pieters;
Open Access English
  • Published: 01 Sep 2010
  • Country: Netherlands
Abstract
We develop a conceptual framework about the impact that branding activity (the audiovisual representation of brands) and consumers' focused versus dispersed attention have on consumer moment-to-moment avoidance decisions during television advertising. We formalize this framework in a dynamic probit model and estimate it with Markov chain Monte Carlo methods. Data on avoidance through zapping, along with eye tracking on 31 commercials for nearly 2,000 participants, are used to calibrate the model. New, simple metrics of attention dispersion are shown to strongly predict avoidance. Independent of this, central on-screen brand positions, but not brand size, further...
Subjects
free text keywords: Marketing, Business and International Management, commercial avoidance, branding, attention, dynamic probit model, optimization, pulsing, Econometrics, Computer science, Television advertising, Advertising, Eye tracking, Probit model, Consumer behaviour, Controlled experiment, Markov chain Monte Carlo, symbols.namesake, symbols, Conceptual framework
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