Beyond the Principle of Relative Constancy: Determinants of Consumer Mass Media Expenditures in Belgium

Michel Dupagne

Journal of Media Economics, 1997, vol. 10, issue 2, 3-19

Abstract: This article goes beyond the principle of relative constancy (PRC) by testing 2 new models of consumer mass media spending using 1953-1991 Belgian data. Unlike traditional PRC models, which have focused exclusively on the long-term relationship between income and mass media spending, these 2 models contain additional regressors (price, population, unemployment, and interest rate) in current (Model 1) and lagged (Model 2) form. Time-series regression analyses were performed to determine which variables significantly predict changes in consumer mass media expenditures. Model 1 regressions revealed that price and population were better predictors of mass media expenditures than income, stressing the importance of developing models of consumer mass media spending that go beyond a simple mass media expenditures-income relation. Model 2 regressions showed that lagged variables played an important role in explaining changes in mass media expenditures, indicating the need for incorporating lags in future mass media spending work.

Date: 1997
References: Add references at CitEc
Citations: View citations in EconPapers (2)

Downloads: (external link)
http://www.tandfonline.com/doi/abs/10.1207/s15327736me1002_1 (text/html)
Access to full text is restricted to subscribers.

Related works:
This item may be available elsewhere in EconPapers: Search for items with the same title.

Export reference: BibTeX RIS (EndNote, ProCite, RefMan) HTML/Text

Persistent link: https://EconPapers.repec.org/RePEc:taf:jmedec:v:10:y:1997:i:2:p:3-19

Ordering information: This journal article can be ordered from
http://www.tandfonline.com/pricing/journal/HMEC20

DOI: 10.1207/s15327736me1002_1

Access Statistics for this article

Journal of Media Economics is currently edited by Nodir Adilov

More articles in Journal of Media Economics from Taylor & Francis Journals
Bibliographic data for series maintained by Chris Longhurst ().