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The ad industry has long felt besieged by DVR technology, which has given more and more TV viewers the ability to fast-forward through commercials. But what if the viewers are actually the big losers in this trend? What if commercials actually make TV more enjoyable? Counterintuitive as it sounds, that's the conclusion of a recent report in the Journal of Consumer Research. "Six studies demonstrate that, although people preferred to avoid commercial interruptions, these interruptions actually made programs more enjoyable," the research summary states.
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