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Mechanical Commercial Avoidance: A Uses and Gratifications Perspective

1996; Taylor & Francis; Volume: 18; Issue: 2 Linguagem: Inglês

10.1080/10641734.1996.10505049

2164-7313

Marla Royne Stafford, Thomas F. Stafford,

Media Influence and Health

Abstract This study utilizes the uses and gratifications perspective borrowed from communications theory to provide an initial understanding of the motivations that stimulate zipping (fast-forwarding through pre-recorded programming) and zapping (switching channels during commercial breaks) behavior. Results indicate that individuals engage in both types of mechanical commercial avoidance for certain identifiable gratifications, such as enjoyment. In addition, findings suggest that affinity with the television medium is related to zapping (but not zipping). Zipping and zapping appear to be distinct activities, and it is possible that certain advertising creative techniques may be differentially appropriate for countering the behaviors. Results also suggest that males and females differ in their motivations for engaging in mechanical commercial avoidance.