Ragu Prasadh Rajendran
Viewers save time by fast-forwarding the commercials. This has completely changed the viewers’ lifestyles. Digital Video Recorders (DVRs) have significantly changed the television viewing experience. Advertising managers cannot ignore the effect of DVRs on advertising. Advertisers’ efforts to reach out to TV viewers face resistance because of fast-forwarding of commercials. International advertisers have started adopting unique ways to reach out to the audience in this time-shifted world. Viewers fast-forwarding through commercials has become a problem for marketers and the current study proposes a possible solution to this problem. Specifically, this research explores whether inducing flow while watching television will help to mitigate the negative advertising impact of fast-forwarded commercials.