Observations: The Infomercial Shopper
通过调查发现，电视购物广告的消费者与普通消费者在人口统计特征上相似，但前者看电视更多，更追求便利、品牌、价格、多样性、创新和风险，对广告和直销态度更积极，对购物态度更消极。
Infomercial advertisements are becoming popular and increasingly more prevalent. The authors provide one of the first formal examinations of the infomercial shopper. Using a survey, the authors found that though infomercial shoppers and nonshoppers are demographically similar, shoppers watch significantly more television than nonshoppers and are more convenience seeking, brand conscious, price conscious, variety seeking, innovative, and risk accepting. Infomercial shoppers hold more positive attitudes toward advertising and direct marketing, but more negative attitudes toward shopping, than nonshoppers. Finally, on the basis of the survey results, the authors draw some managerial implications and suggest a research agenda for further study.