We present a conceptual framework to describe the commercial zapping phenomenon and use it to identify factors that influence channel switching during commercials. Drawing on previous research, published reports of practitioner gut feel, interventions used by advertisers to reduce channel...

Consumer's purchase decisions of whether to buy, what to buy and how much to buy are examined simultaneously. Based on a consumer utility maximization problem, an unobservable threshold price, about which a consumer pivots from nonpurchase to purchase, can be deduced. With any model...