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informs ® Vol. 29, No. 5, September–October 2010, pp. 783–804 issn 0732-2399 eissn 1526-548X 10 2905 0783 doi 10.1287/mksc.1100.0567 © 2010 INFORMS Moment-to-Moment Optimal Branding in TV Commercials: Preventing Avoidance by Pulsing . . ) / s g ( r Thales S. Teixeira r o o s. Marketing Unit, Harvard Business School, Boston, Massachusetts 02163, tteixeira@ h t m u a r Michel Wedel o f e n Smith School of Business, University of Maryland, College Park, Maryland 20742, mwedel@ i h . t s l o a Rik Pieters t n r Department of Marketing, Tilburg University, 5000 LE Tilburg, The Netherlands, f.g.m.pieters@uvt.nl y u s o j e / t / r : e develop a conceptual framework about the impact that branding activity (the audiovisual representa- u p t o t Wtion of brands) and consumers’ focused versus dispersed attention have on consumer moment-to-moment c h t avoidance decisions during television advertising. We formalize this framework in a dynamic probit model a a e and estimate it with Markov chain Monte Carlo methods. Data on avoidance through zapping, along with eye s l a b tracking on 31 commercials for nearly 2,00