Studies Show That Early Adopters of Personal Video Recorders (PVRs)

question 57

Multiple Choice

Studies show that early adopters of personal video recorders (PVRs) watch 60% of their televisions viewing from their computers, and skip ____ of the ads in these programs.

• A) 50%
• B) 20%
• C) 90%
• D) 75%
• E) 35%

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Definitions:

Wearout

The diminishing returns in effectiveness or impact of an advertisement or message over time due to repeated exposure, leading to boredom or annoyance in the audience.

Extinction

In behavioral psychology, the process by which a previously learned behavior decreases in frequency or disappears due to the removal of reinforcement.

Hedonistic Consumption

The pursuit of pleasure and sensory gratification from the consumption of goods and services.

Positive Reinforcement

A technique used in behavior modification that involves rewarding a behavior in order to increase the likelihood of its recurrence.