Suchergebnisse

The purpose is to show: (a) that mass media (MM) influence is a function of the individual's receptiveness to communications (COMM) in general, & (b) that receptiveness is a scalable att which is directly & +r'ed with individual exposure to number & types of media, their impact, & individual responses induced by exposure to media. Data were obtained by formal questionnaire from a random sample 'of principal household meal planners selected proportionately according to the number of occupied dwelling units in randomly selected blocks.' Under aided & unaided recall interview conditions the sources homemakers used during a 7-day period in obtaining information about new food products for 5 major types of foods were obtained. Types of information sources used were: personal searching, contacts with groups, & MM. The individual's COMM propensity is reflected in a Guttman scale score based on information sources used in learning about new products. Impact is the ratio of the number of mentions for a medium under unaided recall to the number of mentions under aided recall. Principal findings are: (1) the impact of inter-personal sources & of MM in purchase decisions are approximately equal. Both have less impact than personal searching behavior; (2) since media preferences of individuals differ by COMM propensities, the most effective medium (one which requires the least effort) depends on COMM propensity; & (3) the number of new products purchased increases as COMM propensity increases. C. M. Coughenour.