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A field test was used to assess the efficacy of pay per view (PPV) and how PPV compared to pay cable programming and vidéocassette recorder (VCR) rentals. Owners of VCRs perceived PPV differently than did nonowners of VCRs. Differences were observed along the dimensions of convenience, ease of operation, control, and perceived value. PPV perceptions did not vary by those currently subscribing to pay cable.
Childers et al. (Mon,) studied this question.