Why Commercials Work Better When You Don't Pay Attention

Aug 5, 2014

Credit Creative Commons

Note: This is a rebroadcast from a show that aired November 7, 2013.

Think you’re avoiding the advertisements when you fast forward through using your DVR?

Think again. New research from Duke’s Fuqua School of Business shows that sometimes commercials are even more effective when you’re not paying attention.

Host Frank Stasio talks to Gavan Fitzsimons, a professor in Duke’s Fuqua School of Business.