Antecedents and consequences of infomercial viewership

A survey of consumers investigated the nature and extent of infomercial viewership. This study assessed differences in viewership based on demographic, media usage and shopper orientation differences among consumers, as well as the relation of viewership to attitude and purchase intent. Viewership was measured in several ways to distinguish breath of viewing experience from depth of viewing experience. Findings suggest that different groups of variables are associated with breadth of viewing and depth of viewing and that breath of viewing and depth of viewing differentially affect attitude and purchase intent.