Woltman Elpers, Wedel, and Pieters (2003) measure stoppage second by second. The paper separates two creative loads that move in opposite directions: entertainment keeps people watching; information value raises the chance they stop.
Two experiments on moment-to-moment entertainment and information value during television commercials. Entertainment raises the likelihood of continued viewing. Information value raises the likelihood of stopping. The two factors interact multiplicatively: their joint effect on stoppage probability is stronger than either factor alone.
Main findings
- Entertainment retains. Higher moment-to-moment entertainment increases continued viewing.
- Information ejects. Higher moment-to-moment information value increases stoppage.
- Interaction is large. Entertainment and information do not add independently; their product term strongly shapes stop probability.
Why this is in the Darwin index
This is the classic peer-reviewed stoppage equation behind later emotion and zapping work. Teixeira, Wedel & Pieters (2012) extend the retention problem into facial emotion and internet video. Darwin’s hook-retention field record measures a later memory outcome under silent-start feed conditions. All three ask when the viewer exits the creative path — at different layers of the funnel.
Source of record: doi:10.1509/jmkr.40.4.437.19393.