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Peer reviewedJohnson, J. David – Communication Monographs, 1983
Examines why people choose a particular medium, by testing a causal model of magazine exposure and appraisal with readership surveys of two magazines distributed by the U.S. Information Agency in India. Found that utility had the strongest relationship with both exposure and appraisal, while communication potential had a negative relationship. (PD)
Descriptors: Foreign Countries, Mass Media, Media Research, Models
