WHY MEDIA MATTER - TOWARD A RICHER UNDERSTANDING OF CONSUMERS RELATIONSHIPS WITH ADVERTISING AND MASS-MEDIA

Authors
HIRSCHMAN EC THOMPSON CJ
Citation
Ec. Hirschman et Cj. Thompson, WHY MEDIA MATTER - TOWARD A RICHER UNDERSTANDING OF CONSUMERS RELATIONSHIPS WITH ADVERTISING AND MASS-MEDIA, Journal of advertising, 26(1), 1997, pp. 43-60
Citations number
72
Categorie Soggetti
Business,Communication
Journal title
Journal of advertising → ACNP
ISSN journal
00913367
Volume
26
Issue
1
Year of publication
1997
Pages
43 - 60
Database
ISI
SICI code
0091-3367(1997)26:1<43:WMM-TA>2.0.ZU;2-W
Abstract
We propose that consumers' relationships to nonadvertising forms of ma ss media are an essential aspect of the perceived meanings they derive from advertisements. After presenting a multidisciplinary theoretical framework, we discuss the results of an in-depth grounded theory inve stigation that identifies three hey interpretive relationships between consumers and mass media vehicles.