IDEAS home Printed from https://ideas.repec.org/a/mir/mirbus/v4y2014i4p8-19.html
   My bibliography  Save this article

Managing Media: Segmenting Media through Consumer Expectancies

Author

Listed:
  • Matt Eastin

    (Associate Professor, Department of Advertising, University of Texas at Austin, United States)

  • Vincent Cicchirillo

    (Assistant Professor, Department of Advertising, University of Texas at Austin, United States)

  • Nicole Cunningham

    (University of Texas at Austin, United States)

  • Ming-Ching Liang

    (Department of Advertising, University of Texas at Austin, United States,)

Abstract

It has long been understood that consumers are motivated to media differently. However, given the lack of comparative model analysis, this assumption is without empirical validation, and thus, the orientation of segmentation from a media management perspective is without motivational grounds. Thus, evolving the literature on media consumption, the current study develops and compares models of media segmentation within the context of use. From this study, six models of media expectancies were constructed so that motivational differences between media (i.e., local and national newspapers, network and cable television, radio, and Internet) could be observed. Utilizing higher order statistical analyses the data indicate differences across a model comparison approach for media motivations. Furthermore, these differences vary across numerous demographic factors. Results afford theoretical advancement within the literature of consumer media consumption as well as provide media planners’ insight into consumer choices.

Suggested Citation

  • Matt Eastin & Vincent Cicchirillo & Nicole Cunningham & Ming-Ching Liang, 2014. "Managing Media: Segmenting Media through Consumer Expectancies," International Journal of Business and Social Research, MIR Center for Socio-Economic Research, vol. 4(4), pages 8-19, April.
    • Handle: RePEc:mir:mirbus:v:4:y:2014:i:4:p:8-19
    as

    Download full text from publisher

    File URL: http://thejournalofbusiness.org/index.php/site/article/view/481/374
    Download Restriction: no
    ---><---

    References listed on IDEAS

    as
    1. Victor D. Cha, 2000. "Globalization and the Study of International Security," Journal of Peace Research, Peace Research Institute Oslo, vol. 37(3), pages 391-403, May.
    2. anonymous, 2000. "International ACH debuts at the Federal Reserve," Financial Update, Federal Reserve Bank of Atlanta, vol. 13(Apr), pages 1-3.
    Full references (including those not matched with items on IDEAS)

    Most related items

    These are the items that most often cite the same works as this one and are cited by the same works as this one.
    1. Vennesson Pascal, 2010. "Military Strategy in the Global Village," New Global Studies, De Gruyter, vol. 3(3), pages 1-43, February.
    2. Epstein, Richard A., 2016. "The two sides of Magna Carta: How good government sometimes wins out over public choice," International Review of Law and Economics, Elsevier, vol. 47(S), pages 10-21.
    3. Henio Hoyo, 2016. "Nationals, but not full citizens: Naturalisation policies in Mexico," Migration Letters, Migration Letters, vol. 13(1), pages 100-115, January.
    4. Christos Kollias & Suzanna-Maria Paleologou, 2017. "The Globalization and Peace Nexus: Findings Using Two Composite Indices," Social Indicators Research: An International and Interdisciplinary Journal for Quality-of-Life Measurement, Springer, vol. 131(3), pages 871-885, April.
    5. Hilbert, Martin R., 2001. "From industrial economics to digital economics: an introduction to the transition," Desarrollo Productivo 4483, Naciones Unidas Comisión Económica para América Latina y el Caribe (CEPAL).
    6. Byström Joakim & Müller Dieter K., 2014. "Tourism labor market impacts of national parks: The case of Swedish Lapland," ZFW – Advances in Economic Geography, De Gruyter, vol. 58(1), pages 115-126, October.
    7. Yang, Yi & Jia, Yuwei & Ling, Sun & Yao, Congxu, 2021. "Urban natural resource accounting based on the system of environmental economic accounting in Northwest China: A case study of Xi’an," Ecosystem Services, Elsevier, vol. 47(C).
    8. Srinuan, Chalita, 2015. "Willingness to pay for cloud computing service of SMEs in Thailand," 2015 Regional ITS Conference, Los Angeles 2015 146326, International Telecommunications Society (ITS).
    9. Burhan, Nik Ahmad Sufian & Md. Yunus, Melor & Tovar, María Elena Labastida & Burhan, Nik Mohd Ghazi, 2016. "Why are cognitive abilities of children so different across countries? The link between major socioeconomic factors and PISA test scores," MPRA Paper 77239, University Library of Munich, Germany.
    10. Eduardo Francisco Silva & Darlisson Fernandes Bento & Anderson Conceição Mendes & Fábio Góis Mota & Luiz Carlos Silva Mota & Arthur Iven Tavares Fonseca & Rodolfo Maduro Almeida & Livaldo Oliveira San, 2020. "Environmental impacts of sand mining in the city of Santarém, Amazon region, Northern Brazil," Environment, Development and Sustainability: A Multidisciplinary Approach to the Theory and Practice of Sustainable Development, Springer, vol. 22(1), pages 47-60, January.
    11. Andreas Reinstaller, 2021. "Umweltinnovationen und Beschäftigung," WIFO Studies, WIFO, number 67154, April.

    Corrections

    All material on this site has been provided by the respective publishers and authors. You can help correct errors and omissions. When requesting a correction, please mention this item's handle: RePEc:mir:mirbus:v:4:y:2014:i:4:p:8-19. See general information about how to correct material in RePEc.

    If you have authored this item and are not yet registered with RePEc, we encourage you to do it here. This allows to link your profile to this item. It also allows you to accept potential citations to this item that we are uncertain about.

    If CitEc recognized a bibliographic reference but did not link an item in RePEc to it, you can help with this form .

    If you know of missing items citing this one, you can help us creating those links by adding the relevant references in the same way as above, for each refering item. If you are a registered author of this item, you may also want to check the "citations" tab in your RePEc Author Service profile, as there may be some citations waiting for confirmation.

    For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: M Kabir (email available below). General contact details of provider: https://edirc.repec.org/data/csmirus.html .

    Please note that corrections may take a couple of weeks to filter through the various RePEc services.

    IDEAS is a RePEc service. RePEc uses bibliographic data supplied by the respective publishers.