Zapping-The act of using a remote control to change television channels when an advertisement begins.

Advertisers are concerned that this will be harmful, but it is still unclear what effect zapping will have on advertising effectiveness.

Zipping-The act of fast forwarding through commercials while watching a previously taped show on a VCR. Advertisers are concerned about the effect of zipping on advertising effectiveness, but any effect is not yet known. In fact, viewers may pay more attention to advertising while zipping to be able to stop fast forwarding in time when the show resumes.

Zipping refers to the fast forwarding or skipping of commercials / advertisements in a recorded programme or a show such as advertisements in a CD, DVD etc. Zapping refers to changing the channel on a television to avoid commercial ads, i.e. A person changes the channel when there is an advertisement being shown on that particular channel.
2-To put it simplistically, if you want to convert low involvement categories to high involvement

ones, you would need to articulate the benefits from the product usage, and the significance of those benefits to the consumer. It could be functional, social, environmental - anything - the objective being " greater evaluation based on the information provided" by the customer. You could also create an experience around the decision making process to change the purchasing behavior of the customers, entailing greater involvement. It depends upon you,then, to communicate the role of consumer in decision making process, and ensure that the risks perceived/stakes involved/potential benefits are high. One particular product category that comes to my mind as of now is the Paints category (in Asia) - where the consumer has started playing a much more involved role in the decision making for choosing the type and brand of paint to be used. Similar examples could be cited from Male Grooming (again, in Asia) and Home Fittings as well.
Attitude A Likert item is simply a statement which the respondent is asked to evaluate according to any kind of subjective or objective criteria; generally the level of agreement or disagreement is measured. Often five ordered response levels are used, although many psychometricians advocate using seven or nine levels; a recent empirical study[3] found that data from 5-level, 7level and 10-level items showed very similar characteristics in terms of mean, variance, skewness and kurtosis after a simple transformation was applied.

Thurston Scales

These are also known as equal appearing interval scales. They are used to measure the attitude towards a given concept or construct. For this purpose a large number of statements are collected that relate to the concept or construct being measured. The judges rate these statements along an 11 category scale in which each category expresses a different degree of favourableness towards the concept. The items are then ranked according to the mean or median ratings assigned by the judges and are used to construct questionnaire of twenty to thirty items that are chosen more or less evenly across the range of ratings. The statements are worded in such a way so that a person can agree or disagree with them. The scale is then administered to assemble of respondents whose scores are determined by computing the mean or median value of the items agreed with. A person who disagrees with all the items has a score of zero. So, the advantage of this scale is that it is an interval measurement scale. But it is the time consuming method and labour intensive. They are commonly used in psychology and education research. Difference Threshold: The difference threshold, also known as the just noticeable difference (jnd), is the minimum difference in stimulation that a person can detect 50 percent of the time. We experience the difference threshold as a just noticeable difference. For example, let's say I asked you to put your hand out and in it I placed a pile of sand. Then, I add tiny amounts of sand to your hand and ask you to tell me when you notice any change in the overall weight. As soon as you can detect any change in the weight, that difference between the weight of the sand before I added that last bit of sand and the amount of sand after I added it, is the difference threshold. The lowest level at which a person just barely detects a stimulus is known as that cues absolute (lower, detection) threshold level (ATL). The ATL is the minimal level of stimulus intensity that the individual can perceive, i.e., the point at which a person can just barely notice that something is there. The tone you could just barely hear in those hearing tests you took back in grade school was your ATL for hearing. For example, a typical person can see a candle flame at 30 miles on a dark clear night and can also taste one teaspoon of sugar in two gallons of water and smell one drop of perfume diffused throughout a three-bedroom apartment (therefore, you need not dowse yourself with cologne for people to notice!).