The effects of commercial intermissions on viewers' evaluation of television program
DC Field | Value | Language |
---|---|---|
dc.contributor.author | Han, Sangpil | - |
dc.date.accessioned | 2021-06-22T18:05:07Z | - |
dc.date.available | 2021-06-22T18:05:07Z | - |
dc.date.created | 2021-01-22 | - |
dc.date.issued | 2016-10 | - |
dc.identifier.issn | 0974-6846 | - |
dc.identifier.uri | https://scholarworks.bwise.kr/erica/handle/2021.sw.erica/15641 | - |
dc.description.abstract | Objectives: The purpose of this paper is to empirically examine the degree to which commercial discontinuity influences the audience's ability to enjoy a television program. Methods/Statistical Analysis: A randomly assigned two groups were shown a thirty-minute drama, one group without commercials and the corresponding group with four, 15-second commercials inserted in the middle of the drama. Findings: Contrary to the expectations, the results showed that the commercial interruptions did not influence the viewers' evaluation of the program. Although consumers prefer to avoid interruptions in television viewing, discontinuity can improve the television watching experience. Implications/Applications: Based on the results of the study, theoretical and practical implications of the impact of commercial discontinuity are discussed. | - |
dc.language | 영어 | - |
dc.language.iso | en | - |
dc.publisher | Indian Society for Education and Environment | - |
dc.title | The effects of commercial intermissions on viewers' evaluation of television program | - |
dc.type | Article | - |
dc.contributor.affiliatedAuthor | Han, Sangpil | - |
dc.identifier.doi | 10.17485/ijst/2016/v9i39/103229 | - |
dc.identifier.scopusid | 2-s2.0-84995393652 | - |
dc.identifier.bibliographicCitation | Indian Journal of Science and Technology, v.9, no.39, pp.1 - 4 | - |
dc.relation.isPartOf | Indian Journal of Science and Technology | - |
dc.citation.title | Indian Journal of Science and Technology | - |
dc.citation.volume | 9 | - |
dc.citation.number | 39 | - |
dc.citation.startPage | 1 | - |
dc.citation.endPage | 4 | - |
dc.type.rims | ART | - |
dc.type.docType | Article | - |
dc.description.journalClass | 1 | - |
dc.description.isOpenAccess | N | - |
dc.description.journalRegisteredClass | scopus | - |
dc.subject.keywordAuthor | Advertising Contents | - |
dc.subject.keywordAuthor | Advertising Effects | - |
dc.subject.keywordAuthor | Commercial Interruptions | - |
dc.subject.keywordAuthor | Television Program Evaluation | - |
dc.subject.keywordAuthor | Television Viewing Condition | - |
dc.identifier.url | https://indjst.org/articles/the-effects-of-commercial-intermissions-on-viewers-evaluation-of-television-program | - |
Items in ScholarWorks are protected by copyright, with all rights reserved, unless otherwise indicated.
55 Hanyangdeahak-ro, Sangnok-gu, Ansan, Gyeonggi-do, 15588, Korea+82-31-400-4269 sweetbrain@hanyang.ac.kr
COPYRIGHT © 2021 HANYANG UNIVERSITY. ALL RIGHTS RESERVED.
Certain data included herein are derived from the © Web of Science of Clarivate Analytics. All rights reserved.
You may not copy or re-distribute this material in whole or in part without the prior written consent of Clarivate Analytics.