Here's the link, though you may have to cut and paste:
And here's the most interesting quote:
"In two new studies, researchers who study consumer behavior argue that interrupting an experience, whether dreary or pleasant, can make it significantly more intense.
" 'The punch line is that commercials make TV programs more enjoyable to watch. Even bad commercials,' said Leif Nelson, an assistant professor of marketing at the University of California, San Diego, and co-author of the new research. 'When I tell people this, they just kind of stare at me, in disbelief. The findings are simultaneously implausible and empirically coherent.'"
Their proof was: people rated an episode of "Taxi." Some watched it with (the original) commercials, some without. The people who watched it with, always rated it higher than the people who'd watched it without.
Here's the reason why:
" 'We tend to adapt to a variety of experiences, as they're happening," Dr. Nelson said. 'Listening to a song, watching a TV program, having a massage: these all start out very enjoyable, but within a few minutes we get used to it. Interruptions break that up.'"
So it's YAY COMMERCIALS, except:
"Interruption hardly improves all pleasurable activities. Dr. Nelson and his colleagues have found that people do not habituate to shows or stories that are particularly demanding- with unexpected plot twists- and that interruptions can snap the thread, souring the experience."
Sorry, Joss.
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