Toward an Economic Theory of Media Diffusion Based on the Parameters of the Logistic Growth Equation
AbstractThis article suggests that the logistic growth equation is the model underlying media diffusion. The logistic is shown to be a good fit to the diffusion of U.S. communication media such as radio, TV, cable, VCR, and the home computer. This article proposes that the r and K parameters of the logistic can be interpreted, respectively, as anticipated gratification utilities and economic conditions. In addition, the results of hypothesis testing showed that step variables representing changes in anticipated gratification utilities were related to the diffusion of cable and the personal computer. A hypothesis predicting a relation between disposable income and diffusion of U.S. communication media was supported only for the personal computer. We believe further research should attempt to measure variables representing r and K at the individual or household level.
Download InfoIf you experience problems downloading a file, check if you have the proper application to view it first. In case of further problems read the IDEAS help page. Note that these files are not on the IDEAS site. Please be patient as the files may be large.
Bibliographic InfoArticle provided by Taylor & Francis Journals in its journal Journal of Media Economics.
Volume (Year): 18 (2005)
Issue (Month): 4 ()
Contact details of provider:
Web page: http://www.tandfonline.com/HMEC20
You can help add them by filling out this form.
reading list or among the top items on IDEAS.Access and download statisticsgeneral information about how to correct material in RePEc.
For technical questions regarding this item, or to correct its authors, title, abstract, bibliographic or download information, contact: (Michael McNulty).
If references are entirely missing, you can add them using this form.