Peer reviewedERIC Number: EJ189188
Record Type: CIJE
Publication Date: 1978
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Ambivalence and Indifference in Preference for Television Programs
Gutman, Jonathan; McConaughy, David
Journal of Broadcasting, 22, 3, 373-84, Sum 78
Ninety-one participants in focus groups were asked to rate six programs at a television network studio. The results indicated a substantial difference between indifference and ambivalence; about 92 percent of the respondents whose net affect was zero were ambivalent as opposed to indifferent. (JEG)
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Language: English
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