Television Audiences can Learn and can Forget : Modeling the Audience's Dynamic Decision Procedure

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review

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Author(s)

Related Research Unit(s)

Detail(s)

Original languageEnglish
Title of host publicationProceedings of 2017 China Marketing International Conference
EditorsZhilin Yang
Place of PublicationHong Kong
PublisherAsian Business Association (ABA)
Pages609-638
StatePublished - Jul 2017

Publication series

NameProceedings of China Marketing International Conference
ISSN (Print)2357-190X
ISSN (Electronic)2357-1918

Conference

Title5th Annual China Marketing International Conference (CMIC 2017)
PlaceChina
CityBeijing
Period14 - 17 July 2017

Abstract

Television (TV) audience research can provide various accurate and reliable approaches to investigate TV ratings and viewer behavior. However, extant research ignores the issue of how the episodic nature of TV watching influences viewer behavior and program selection. The purpose of this paper is to elucidate the impact of an audience's dynamic decisions under two interactive behaviors: learning behavior and forgetting behavior. Learning behavior refers to updating drama quality assessment using information, while forgetting behavior disturbs the use of information. Based on a deep exploration of viewing behavior in a longitudinal context, we construct an innovative methodology employing Bayesian rules to model the dynamic process, and test its performance by comparing with three benchmark models. Through empirical work of model calibration based on the people meter data from the Hong Kong TV industry, we show that the learning and forgetting behaviors are two important factors determining the fit and predictive ability of our model. Some managerial implications are then discussed in order to provide useful insights to guide advertiser and TV broadcaster decision-making.

Research Area(s)

  • decision processes, dynamic learning, forgetting, Bayesian updating theory, TV ratings, BRAND CHOICE, STATE DEPENDENCE, MARKETS, SATISFACTION, DIFFUSION, UTILITY, DRUGS, TV

Bibliographic Note

Full text of this publication does not contain sufficient affiliation information. With consent from the author(s) concerned, the Research Unit(s) information for this record is based on the existing academic department affiliation of the author(s).

Citation Format(s)

Television Audiences can Learn and can Forget : Modeling the Audience's Dynamic Decision Procedure. / Song, Lianlian; Tso, Geoffrey; Zhang, Hao; Wang, Jianling; Liu, Wenlong.

Proceedings of 2017 China Marketing International Conference. ed. / Zhilin Yang. Hong Kong : Asian Business Association (ABA), 2017. p. 609-638 (Proceedings of China Marketing International Conference).

Research output: Chapters, Conference Papers, Creative and Literary Works (RGC: 12, 32, 41, 45)32_Refereed conference paper (with ISBN/ISSN)Not applicablepeer-review