@article {gustafson2007describing,
	title = {Describing the dynamics of attention to TV commercials: A hierarchical Bayes analysis of the time to zap an ad},
	journal = {Journal of Applied statistics},
	volume = {34},
	number = {5},
	year = {2007},
	pages = {585{\textendash}609},
	publisher = {Taylor \& Francis},
	doi = {10.1080/02664760701235279},
	author = {Gustafson, P. and Siddarth, S.}
}
