Managing Media: Segmenting Media Through Consumer Expectancies

Authors

  • Matt Eastin University of Texas at Austin
  • Vincent Cicchirillo University of Texas at Austin
  • Nicole Cunningham University of Texas at Austin
  • Ming-Ching Liang University of Texas at Austin

DOI:

https://doi.org/10.18533/ijbsr.v4i4.481

Keywords:

Segmentation, Media Management, Motivations

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 indicates 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.

Author Biographies

  • Matt Eastin, University of Texas at Austin

    Department of Advertising

    Associate Professor

  • Vincent Cicchirillo, University of Texas at Austin

    Department of Advertising

    Assistant Professor

  • Nicole Cunningham, University of Texas at Austin

    Department of Advertising

    Graduate Student

  • Ming-Ching Liang, University of Texas at Austin

    Department of Advertising

    Graduate Student

References

Bachmann, I., Kaufhold, K., Lewis, S., & Gil de Zúñiga, H. (2010). News platform preference: Advancing the effects of age and media consumption on political participation. International Journal of Internet Science, 5(1), 34-47.

Berelson, B. (1949). What ‘missing the newspaper’ means. In Lazarsfeld, P. & Stanton, F.N. (Eds.) Communication Research 1948-1949. New York: Harper.

Blumler, J. (1979). The role of theory in uses and gratifications studies. Communication Research, 6, 9–36.

Charney, T., & Greenberg, B. (2001). Uses and gratifications of the Internet. In C. Lin & D. Atkin (Eds.), Communication, technology and society: audience adoption and uses. Creskill, N.J: Hampton Press.

Dimmick, J. (2003). Media Competition and Coexistence: The theory of the niche. Mahwah, New Jersey: Lawrence Earlbaum.

Eastin, M. S. & LaRose, R. (2005). Alt.support: Modeling Social Support On-Line. Computers in Human Behavior, 21, 977–992.

Ferguson D., & Perse, E. (2000). The World Wide Web as a functional alternative to television. Journal of Broadcasting & Electronic Media, 44, 155–174.

Flanagin, A., & Metzger, M. (2001). Internet uses in the contemporary media environment. Human Communication Research, 27(1), 153–181.

Ha, L., & Fang, L. (2012). Internet experience and time displacement of traditional news media use: An application of the theory of the niche. Telematics and Informatics, 29, 177-186.

Haridakis, P. (2012). Uses and Gratifications. In the International Encyclopedia of Media Studies

Henke, L., & Donohue, T. (1989). Functional displacement of traditional television viewing by VCR owners. Journal of Advertising Research, 29, 18–23.

Kang, M. (2002). Interactivity in Television: Use and impact of an interactive program guide. Journal of Broadcasting & Electronic Media, 46, 330–345.

Katz, E., Blumler, J., & Gurevitch, M. (1974). Utilization of mass communications by the individual. In Blumler, J. & Katz, E. (Eds.), The uses of mass communications: Current perspectives on gratifications research (pp. 19-32). Beverly Hills, CA: Sage.

Katz, E., Gurevitch, M., & Haas, H. (1973). On the Use of Mass Media for Important Things. American Sociological Review, 38, 164–181.

Kwik, H. (2009). Channel strategy: What you need to know now. Retrieved October 14, 2013, from http://responsiblemarketing.com/blog/2009/10/27/channel-strategy-new-product-marketin

LaRose, R., & Eastin, M. S. (2004). A Social Cognitive Explanation of Internet Usage: Toward a New Theory of Media Attendance. Journal of Broadcasting & Electronic Media 48, 358–377.

LaRose, R. Lin, C., & Eastin, M. S. (2003). Internet Addiction, Habits and Deficient Self-Regulation. Media Psychology, 5(3), 225–253.

Larose, R., Mastro, D., & Eastin, M. S (2001). Understanding Internet usage a social-cognitive approach to uses and gratifications. Social Science Computer Review, 19, 395–413.

Lasswell, H. (1948). The structure and function of communication in society. In Bryson, L. (Ed.), The communication of ideas. New York: Harper.

Lin, C. (1999). Online-service adoption likelihood. Journal of Advertising Research, 39, 79–89.

Mastro, D., Eastin, M. S., & Tamborini, R. (2002). Internet Search Behavior and Mood Alteration: Replication and Expansion of Selective Exposure Theory. Media Psychology, 4, 157–172.

McPhee, W. (1963). Formal Theories of Mass Behavior. London: Collier-Macmillan.

Papacharissi, Z., & Rubin, A. (2000). Predictors of Internet use. Journal of Broadcasting and Electronic Media, 44(2), 175–196.

Rosengren, K., Wenner, L., & Palmgreen, P. (1985). Media Gratifications Research. Beverly Hills, CA: Sage Publications.

Rubin, A. (2002). The uses and gratifications perspective of media effects. In J. Bryant & D. Zillmann (Eds.), Media effects: Advances in theory and research (pp. 525-548).

Rubin, A., Perse, E., & Powell, R. (1985). Loneliness, parasocial interaction, and local television new viewing. Human Communication Research, 12, 155–180.

Song, I., LaRose, R. Eastin, M. S., & Lin, C. (2004). Gratifications of Internet Use and Internet Addiction. CyberPsychology & Behavior 7, 384–394.

Van Eijck, K., & Van Rees, K. (2000). Media orientation and media use: Television viewing behavior of specific reader types from 1975 to 19995. Communication Research, 27, 574-616.

Van Rees, K., & Van Eijck, K. (2003). Media Repertoires of Selective Audiences: The Impact of Status, Gender, and Age on Media Use. Poetics, 31(5), 465-490.

Van Rees, K., Vermunt, J., & Verboord, M. (1999). Cultural classifications under discussion. Latent class analysis of highbrow and lowbrow reading. Poetics, 26(5), 349-365.

Downloads

Published

2014-04-20

Issue

Vol. 4 No. 4 (2014): April

Section

Article

License

Authors who publish with this journal agree to the following terms:

  • Authors retain copyright and grant the journal right of first publication with the work simultaneously licensed under a Creative Commons Attribution License that allows others to share the work with an acknowledgement of the work's authorship and initial publication in this journal.
  • Authors are able to enter into separate, additional contractual arrangements for the non-exclusive distribution of the journal's published version of the work (e.g., post it to an institutional repository or publish it in a book), with an acknowledgement of its initial publication in this journal.
  • Authors are permitted and encouraged to post their work online (e.g., in institutional repositories or on their website) prior to and during the submission process, as it can lead to productive exchanges, as well as earlier and greater citation of published work (See The Effect of Open Access).