Differences in Attitudes toward TV Advertising: VCR Usage as a Moderator

With the rapid growth in VCR penetration levels, the increased usage of VCR will come at the expense of broadcast television viewing. It is also likely that commercials are deleted during recording or skipped during playback. In this study, the attitudes toward TV advertising between the VCR owners and non-owners, and between tapers and non-tapers among VCR users are investigated. While no differences in attitude between the VCR users and the non-users in general are suggested, it is found that there are significant differences between the users who ‘zip and zap’ TV commercials and the users who do not.

[1]  William R. Darden,et al.  A Multivariate Analysis of Media Exposure and Vacation Behavior with Life Style Covariates , 1975 .

[2]  Michael J. Ryan,et al.  The Fishbein Extended Model and Consumer Behavior , 1975 .

[3]  Jerry C. Olson,et al.  Are Product Attribute Beliefs the Only Mediator of Advertising Effects on Brand Attitude? , 1981 .

[4]  I. Ajzen,et al.  Attitude-behavior relations: A theoretical analysis and review of empirical research. , 1977 .

[5]  Scott B. MacKenzie,et al.  The Role of Attitude toward the Ad as a Mediator of Advertising Effectiveness: A Test of Competing Explanations: , 1986 .

[6]  Mark R. Levy,et al.  Home Video Recorders and Time Shifting , 1981 .

[7]  T. E. Barry.  Children's Television Advertising: The Attitudes and Opinions of Elementary School Guidance Counselors. , 1978 .

[8]  Terence A. Shimp.  Attitude toward the AD as a Mediator of Consumer Brand Choice , 1981 .

[9]  P. Stout,et al.  Zipped Commercials: Are They Effective? , 1989 .

[10]  William F. Greene.  Maybe the valley of the shadow isn't so dark after all. , 1988 .

[11]  Mark R. Levy,et al.  Program playback preferences in VCR households , 1980 .

[12]  Sanford Grossbart,et al.  Verbal and Visual References to Competition in Comparative Advertising , 1986 .

[13]  P. Green,et al.  Analyzing multivariate data , 1978 .

[14]  L. Cronbach.  Coefficient alpha and the internal structure of tests , 1951 .

[15]  W. Cooley,et al.  Multivariate Data Analysis , 1972 .

[16]  Meryl P. Gardner,et al.  Advertising Effects on Attributes Recalled and Criteria Used for Brand Evaluations , 1983 .

[17]  P. Kitchen,et al.  Commercial Television Breaks, Consumer Behaviour and New Technology: An Initial Analysis , 1986 .

[18]  Mark R. Levy,et al.  Home Video Recorders and the Transience of Television Broadcasts , 1984 .