Consumer Spending on the Mass Media: The Principle of Relative Constancy Reconsidered.

Wood, William C.

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Peer reviewed

ERIC Number: EJ341014

Record Type: CIJE

Publication Date: 1986

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Consumer Spending on the Mass Media: The Principle of Relative Constancy Reconsidered.

Wood, William C.

Journal of Communication, v36 n2 p39-51 Spr 1986

Argues that the major studies supporting the Principle of Relative Constancy in consumption of mass communication products were statistically defective. Presents updated tests of data suggesting that the principle is actually of doubtful predictive value. (MS)

Descriptors: Audiences, Communications, Consumer Economics, Consumer Education, Mass Media, Media Research, Predictive Validity, Purchasing

Publication Type: Journal Articles; Reports - Research; Opinion Papers

Education Level: N/A

Audience: N/A

Language: English

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