{"id":1677,"date":"2021-05-10T06:11:29","date_gmt":"2021-05-10T06:11:29","guid":{"rendered":"http:\/\/3.35.173.53\/?p=1677"},"modified":"2021-05-10T06:11:29","modified_gmt":"2021-05-10T06:11:29","slug":"nelson-l-d-meyvis-t-galak-j-2009-enhancing-the-television-viewing-experience-through-commercial-interruptions-journal-of-consumer-research-362-160-172","status":"publish","type":"post","link":"https:\/\/happyfinder.co.kr\/?p=1677","title":{"rendered":"Nelson, L. D., Meyvis, T., &#038;Galak, J. (2009). Enhancing the television-viewing experience through commercial interruptions. Journal of Consumer Research, 36(2), 160-172."},"content":{"rendered":"<p><!--StartFragment--><\/p>\n<p class=\"1\" style=\"background: rgb(255, 255, 255); text-indent: 0pt; mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\">Consumers prefer to watch television programs without commercials. Yet, in spite of most consumers\u2019 extensive experience with watching television, we propose that commercial interruptions can actually improve the television-viewing experience. Although consumers do not foresee it, their enjoyment diminishes over time. Commercial interruptions can disrupt this adaptation process and restore the intensity of consumers\u2019 enjoyment. Six studies demonstrate that, although people preferred to avoid commercial interruptions, these interruptions actually made programs more enjoyable (study 1), regardless of the quality of the commercial (study 2), even when controlling for the mere presence of the ads (study 3), and regardless of the nature of the interruption (study 4). However, this effect was eliminated for people who are less likely to adapt (study 5) and for programs that do not lead to adaptation (study 6), confirming the disruption of adaptation account and identifying crucial boundaries of the effect.<\/p>\n<p class=\"1\" style=\"background: rgb(255, 255, 255); text-indent: 0pt; mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\">&nbsp;<\/p>\n<p class=\"1\" style=\"background: rgb(255, 255, 255); text-indent: 0pt; mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\">&nbsp;<\/p>\n<p><!--StartFragment--><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">Nelson, L. D., Meyvis, T., &amp;Galak, J. (2009). Enhancing the television-viewing experience through commercial interruptions. <\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; font-style: italic; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">Journal of Consumer Research, 36<\/span><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\">(2), 160-172.<\/span><\/p>\n<p class=\"0\" style=\"background: rgb(255, 255, 255); mso-pagination: none; mso-padding-alt: 0pt 0pt 0pt 0pt;\"><u style=\"text-underline: #0000ff single;\"><span lang=\"EN-US\" style=\"background: rgb(255, 255, 255); color: rgb(0, 0, 255); letter-spacing: 0pt; font-family: Times New Roman; mso-fareast-font-family: Times New Roman; mso-font-width: 100%; mso-text-raise: 0pt; mso-ascii-font-family: Times New Roman;\"><a href=\"https:\/\/doi.org\/10.1086\/597030\">https:\/\/doi.org\/10.1086\/597030<\/a><\/span><\/u><\/p>\n","protected":false},"excerpt":{"rendered":"<p>Consumers prefer to watch television programs without commercials. Yet, in spite of most consumers\u2019 extensive experience with watching television, we propose that commercial interruptions can actually improve the television-viewing experience. Although consumers do not foresee it, their enjoyment diminishes over time. Commercial interruptions can disrupt this adaptation process and restore the intensity of consumers\u2019 enjoyment. [&hellip;]<\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"jnews-multi-image_gallery":[],"jnews_single_post":[],"jnews_primary_category":[],"jnews_social_meta":[],"jnews_override_counter":[],"footnotes":""},"categories":[28,15],"tags":[130,129],"_links":{"self":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/1677"}],"collection":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts"}],"about":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/types\/post"}],"author":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/users\/2"}],"replies":[{"embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcomments&post=1677"}],"version-history":[{"count":1,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/1677\/revisions"}],"predecessor-version":[{"id":1678,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=\/wp\/v2\/posts\/1677\/revisions\/1678"}],"wp:attachment":[{"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fmedia&parent=1677"}],"wp:term":[{"taxonomy":"category","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Fcategories&post=1677"},{"taxonomy":"post_tag","embeddable":true,"href":"https:\/\/happyfinder.co.kr\/index.php?rest_route=%2Fwp%2Fv2%2Ftags&post=1677"}],"curies":[{"name":"wp","href":"https:\/\/api.w.org\/{rel}","templated":true}]}}