Zapping Behavior during Commercial Breaks
研究消费者在电视广告时段换台（zapping）对广告效果的影响，发现不换台的观众比换台的观众能回忆起更多广告品牌，且换台观众对广告时段末尾的品牌回忆率最高。
<h3>ABSTRACT</h3> The impact of consumer channel switching, or ‘zapping,’ on the effectiveness of TV commercials is addressed. Among the more significant findings in this research is the result that nonzappers can recall more of the brands advertised than zappers. Furthermore, for brands that are successfully recalled by zappers, those placed toward the end of a commercial break achieve the highest level of recall.