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Peer reviewedSurlin, Stuart H.; Gordon, Thomas E. – Journalism Quarterly, 1977
Finds that "low-energy information seekers" of differing values are favorably oriented toward direct reference--or attacking--political and commerical advertisement. (KS)
Descriptors: Advertising, Attitudes, Individual Characteristics, Media Research
Download full textSurlin, Stuart H.; Gordon, Thomas F. – 1974
The results presented in this article are but a portion of the information gathered in a larger survey examining the relative roles of "selective exposure" to and "selective retention" of political advertising during the 1972 presidential election. Random samples in two metropolitan areas in different regions of the country (Atlanta, Ga., n=281;…
Descriptors: Advertising, Higher Education, Information Dissemination, Mass Media
