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Managing Media: Segmenting Media through Consumer Expectancies

Author

Listed:
  • Matt Eastin

    (Associate Professor, Department of Advertising, University of Texas at Austin, United States)

  • Vincent Cicchirillo

    (Assistant Professor, Department of Advertising, University of Texas at Austin, United States)

  • Nicole Cunningham

    (University of Texas at Austin, United States)

  • Ming-Ching Liang

    (Department of Advertising, University of Texas at Austin, United States,)

Abstract

It has long been understood that consumers are motivated to media differently. However, given the lack of comparative model analysis, this assumption is without empirical validation, and thus, the orientation of segmentation from a media management perspective is without motivational grounds. Thus, evolving the literature on media consumption, the current study develops and compares models of media segmentation within the context of use. From this study, six models of media expectancies were constructed so that motivational differences between media (i.e., local and national newspapers, network and cable television, radio, and Internet) could be observed. Utilizing higher order statistical analyses the data indicate differences across a model comparison approach for media motivations. Furthermore, these differences vary across numerous demographic factors. Results afford theoretical advancement within the literature of consumer media consumption as well as provide media planners’ insight into consumer choices.

Suggested Citation

  • Matt Eastin & Vincent Cicchirillo & Nicole Cunningham & Ming-Ching Liang, 2014. "Managing Media: Segmenting Media through Consumer Expectancies," International Journal of Business and Social Research, LAR Center Press, vol. 4(4), pages 8-19, April.
    • Handle: RePEc:lrc:larijb:v:4:y:2014:i:4:p:8-19
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