Time Orientation and Attitude to Advertising in Explaining Advertising Avoidance

Time Orientation and Attitude to Advertising in Explaining Advertising Avoidance
Document type
Working Paper
Author(s)
Davies, Gary Rojas-Méndez, José I.
Publisher
Manchester Business School
Date of publication
29 March 2010
Subject(s)
Marketing: all aspects of marketing, advertising and public relations
Collection
Business and management
Material type
Reports

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Television has changed our use of time far more than any other technological development (Robinson 1990). For many, watching television has become the main leisure experience. By the late 1990’s in Britain, (one of the two countries where we undertook empirical work) people aged 4 and over spend an average of 25 hours per week watching television, almost 4 hours per day. People over 65 watch about twice as much as children aged 4 to 15 (Social Trends 2000). In the case of Chile, (the second country we focus on) people watch slightly more television, an average of 4.2 hours per day (CNTV 2000).

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