Managing Media: Segmenting Media through Consumer Expectancies

Matt Eastin (), Vincent Cicchirillo, Nicole Cunningham and Ming-Ching Liang ()
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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,

International Journal of Business and Social Research, 2014, vol. 4, issue 4, 8-19

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.

Keywords: Media Management; Motivations; Uses & Gratifications. (search for similar items in EconPapers)
Date: 2014
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Persistent link: https://EconPapers.repec.org/RePEc:mir:mirbus:v:4:y:2014:i:4:p:8-19

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