@article{shi:hal-04038624, TITLE = {{How Much Does Ad Sequence Matter? Economic Implications of Consumer Zapping and the Zapping-Induced Externality in the Television Advertising Market}}, AUTHOR = {Shi, Yang and Kim, Jun B and Zhao, Ying}, URL = {https://audencia.hal.science/hal-04038624}, JOURNAL = {{Journal of Advertising}}, PUBLISHER = {{Taylor \& Francis (Routledge)}}, VOLUME = {52}, NUMBER = {2}, PAGES = {229-246}, YEAR = {2023}, DOI = {10.1080/00913367.2022.2026843}, KEYWORDS = {TV viewing ; zapping ; advertising ; externality ; latent class model}, PDF = {https://audencia.hal.science/hal-04038624/file/main%20text%20with%20author%20information%20-%2020211206.pdf}, HAL_ID = {hal-04038624}, HAL_VERSION = {v1}, }