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Formation de l’audience et comportement du consommateur : le cas de la presse sportive périodique

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Editor Info

  • Mariet, François

Author Info

  • Etienne, Jean-François
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    Abstract

    The aim of this research project is to conceive a new method of measuring press readership in order to surpass the limits of recent reading, the common method of readership measurement for this type of media. We have begun by designing a conceptual framework for measuring press readership-per-copy focused on consumer behavior and set up so as to classify behavior which is likely to contribute to the shaping of press support readership. This behavior, referred to as end-use decision-making in the literature, is then subject to study, the chosen field of application for empirical study being the French periodical sports press. The results of this study demonstrate in particular that the trend of pass along reading is a generalized phenomenon. They establish the potential of pass along consumption for press titles. The findings further indicate that the probability of reuse of a press title subsequent to its primary consumption is on average about 80%, a statistic which highlights the fact that the collective nature of this consumer behavior is not marginal. Our project has been enhanced with the development of a new research tool which allows for the automated collection of data concerning press readership behavior via cell phone. Finally, to conclude our methodological approach, we have chosen the sample group as a means of observational research and have elaborated a questionnaire tailored to measure the editorial and advertising readership of press consumers.

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    Bibliographic Info

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    This book is provided by Paris Dauphine University in its series Economics Thesis from University Paris Dauphine with number 123456789/4389 and published in 2009.

    Order: http://basepub.dauphine.fr/xmlui/handle/123456789/4389
    Handle: RePEc:dau:thesis:123456789/4389

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    Web page: http://www.dauphine.fr/en/welcome.html
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    Related research

    Keywords: Utilisation des medias; Consommateurs; Audience; Presse sportive;

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    References

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    1. Mick, David Glen, 1986. " Consumer Research and Semiotics: Exploring the Morphology of Signs, Symbols, and Significance," Journal of Consumer Research, University of Chicago Press, vol. 13(2), pages 196-213, September.
    2. Holbrook, Morris B & Hirschman, Elizabeth C, 1982. " The Experiential Aspects of Consumption: Consumer Fantasies, Feelings, and Fun," Journal of Consumer Research, University of Chicago Press, vol. 9(2), pages 132-40, September.
    3. Donato, Paul J., 1996. "Research In A World Of Expanding Media Options: Chicken Or Egg?," Journal of Advertising Research, Cambridge University Press, vol. 36(01), pages 35-42, January.
    4. Darpy, Denis & Volle, Pierre, 2003. "Comportements du consommateur : concepts et outils," Economics Papers from University Paris Dauphine 123456789/634, Paris Dauphine University.
    5. Spiro, Rosann L, 1983. " Persuasion in Family Decision-Making," Journal of Consumer Research, University of Chicago Press, vol. 9(4), pages 393-402, March.
    6. Pras, Bernard & Evrard, Yves & Roux, Elyette, 2003. "Market : études et recherches en marketing," Economics Papers from University Paris Dauphine 123456789/654, Paris Dauphine University.
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