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Commercials Make Us Like TV More
Do ads that break into your television programs annoy you? Surprising new research by the Haas School's Leif Nelson reveals that commercials may actually make your viewing experience more enjoyable. In recent studies he conducted, subjects rated programs with ads much higher than programs without them. The phenomenon at work here is adaptation: The longer an experience lasts, the more people get used to it, and the less they enjoy it. But if that experience is interrupted (for instance, with a commercial), people's initial feelings of pleasure are retriggered.